GIFT  or 


My:      l\iu^)-Kc>ytd 


Digitized  by  the  Internet  Archive 

in  2007  with  funding  from 

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http://www.archive.org/details/englishofcommercOOopdyrich 


THE 

ENGLISH  OF  COMMERCE ' 


BY         -p^ 

JOHN   B.  OPDYCKE 


WITH     AN    INTRODUCTION     BY 

FRANK  A.  VANDERLIP 


CHARLES   SCRIBNER'S   SONS 

NEW   YORK  CHICAGO  BOSTON 


Copyright,  1920,  by 
CHARLES  SCRIBNER'S  SONS 


X 


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/jyux 


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To 

T.  H. 


481481 


PREFACE 

Definition. — Language  must  be  adapted  to  the  work  required  of 
it.  Our  great  writers  and  speakers  became  great  as  writers  and 
speakers  because  they  were  careful  to  adapt  the  language  they  used 
to  the  time  and  the  place  and  the  subject  and  the  circumstance. 
English  for  business-building  purposes  must  be  adapted.  It  has  its 
technique  and  its  vocabulary  just  as  English  for  any  other  special 
purpose  has.  The  style  of  business  English  is  the  style  of  the  spoken 
word.  The  better  the  spoken  word,  the  better  its  written  form  is 
adapted  for  business-building  purposes.  Business  style  is  correct, 
crisp,  strong,  specific,  and  beautiful — beautiful  with  the  glory  of  the 
athlete's  body.  In  it  there  is  no  atom  of  waste,  but  in  every  fiber 
the  dynamic  force  of  attraction,  interest,  and  persuasion  to  action. 
Practically  all  men  can  run  to  catch  a  train;  few  could  run  success- 
fully in  an  athletic  contest.  Walking  is  a  natural  function ;  marching 
on  the  parade  grounds  under  military  supervision  is  an  additional 
matter. 

Not  long  ago  the  author  asked  a  group  of  two  thousand  commer- 
cial high  school  pupils  the  following  questions:  "Who  was  the  father 
of  Ivanhoe?"  "Who  influenced  Silas  Marner's  Hfe  for  the  better?" 
"What  caused  the  downfall  of  Julius  Caesar?"  "What  is  the  mean- 
ing of  joust,  miser,  tribune?'*  The  correct  answers  came  forth 
promptly,  spontaneously,  even  thunderously.  And  this  was  good. 
Then  he  asked:  "Where  is  the  National  Cash  Register  manufac- 
tured?" " Where  does  our  supply  of  leather  come  from  ? "  "What 
is  our  national  debt?"     "What  is  the  meaning  of  overhead,  turnover, 

V 


vi  PREFACE 

voucher  ?"  With  the  exception  of  a  few  wrong  guesses  in  answer  to 
each,  there  was  almost  perfect  silence.     And  this  was  bad. 

Commercial  pupils  must  read  good  books  and  remember  what  is 
in  them.  They  must  acquire  the  reading  habit.  But  inasmuch  as 
the  vast  majority  of  commercial  pupils  enter  business  from  the  high 
or  the  business  school,  they  must  also  be  taught  in  English  classes 
something  about  business — its  content,  its  dialectic,  its  miracle,  and 
its  romance.  If  they  are  permitted  to  enter  business  with  no  busi- 
ness background,  then  they  have  their  teachers  of  English  partly  to 
blame.  If  they  are  permitted  to  enter  business  with  perverted  no- 
tions regarding  the  relation  between  literary  and  commercial  values, 
then  their  teachers  of  English  have  been  criminally  at  fault.  They 
must  be  assisted,  then,  to  strike  a  balance  between  the  two,  to  arrive 
at  true  perspectives,  and  to  develop  a  sense  of  accurate  proportions. 

"If  you  would  learn  to  write,"  said  Emerson,  "it  is  in  the  street 
that  you  must  learn  it.  Both  for  the  vehicle  and  for  the  aims  of  fine 
arts,  you  must  frequent  the  public  square.  The  people  and  not  the 
college  is  the  writer's  home."  Be  the  task  learning  to  write  or  learn- 
ing to  speak,  there  could  be  no  more  absorbing  and  inspiring  subject- 
matter  for  practice  work  than  that  to  be  picked  up  on  'change  or 
in  the  market  place.  For  the  teacher  of  English  to  be  aloof,  for  the 
teacher  of  English  even  to  question  or  argue  the  propriety  of  this, 
is  to  confess  disqualification.  Most  of  our  best  plays  and  stories 
and  poems  are  sourced  in  the  very  heart  of  life  as  it  is  manifested  in 
the  public  square  or  on  the  curb. 

Plan. — The  plan  of  the  book  is  this:  The  first  four  chapters 
attempt  to  give  a  thoroughgoing  drill  in  the  fundamentals  of  good 
English.  The  following  four  chapters  deal  with  subjects  special  to 
the  pursuits  of  business.  Chapters  nine,  ten,  and  eleven  contain 
materials  more  for  reference  than  for  study,  to  be  consulted  in  con- 
nection with  the  work  of  the  foregoing  chapters  and  sections.  The 
content  throughout  is  presented  from  the  commercial  angle. 


PREFACE  vii 

It  is  by  no  means  to  be  implied  that  the  order  of  presentation  is 
the  only  order  of  study.  In  general,  the  first  four  chapters  belong 
in  the  early  terms  of  a  business  course;  chapters  five,  six,  seven,  and 
eight  in  the  later  terms.  Though  the  process  of  education  is  as  yet 
neither  an  exact  science  nor  a  finished  art,  it  has  nevertheless  pro- 
gressed sufficiently  to  make  the  rigid  prescription  of  certain  subject 
matter  for  certain  terms  or  years  a  very  dangerous  procedure.  Age 
and  aptitude  of  pupils  and  aim  and  arrangement  of  courses  would 
make  hard  and  fast  rules  in  this  matter  undesirable,  were  they 
possible.  The  teaching  point  is  the  compass.  Chapters  in  the  book 
and  sections  in  the  chapters  must  be  selected  as  and  when  needed. 
While  the  development  has  been  kept  continuous  from  beginning  to 
end,  the  division  of  subject  matter  is  everywhere  sufficiently  detached 
to  render  adjustment  to  varying  classroom  needs  easy  and  natural. 

Acknowledgments. — The  author  is  under  special  obligation  to  the 
following  for  courteous  permission  to  quote  from  published  materials 
and  for  generous  supplies  of  sales  and  advertising  literature:  To  Mr. 
Tim  Thrift,  editor  and  manager  of  The  Mailhag;  to  Mr.  Robert  E. 
Ramsay,  editor  of  Advertising  and  Selling;  to  Mr.  P.  G.  Amberg,  of 
the  Amberg  File  and  Index  Company,  for  valuable  assistance  with 
the  section  on  filing  and  indexing;  to  Mr.  Julius  Blumberg,  for  per- 
mission to  use  certain  commercial  forms;  to  Miss  A.  M.  Smith, 
for  proof-reading  exercise  sheets;  to  the  editors  of  Printers'  Ink, 
Industrial  Management,  The  Dry  Goods  Economist,  The  Magazine  of 
Wall  Street,  Associated  Advertising,  The  Nation's  Business,  The  Iron 
Age,  The  Metal  Worker,  Automotive  Industries,  Electrical  Merchandis- 
ing, Electrical  Experimenter,  Popular  Mechanics,  The  Editor  and 
Publisher,  The  New  York  Times,  The  New  York  World,  The  New  York 
Globe;  to  Marshall  Field  and  Company;  Sears,  Roebuck  and  Com- 
pany; R.  H.  Macy  and  Company;  F.  W.  Woolworth  Company; 
Strawbridge  and  Clothier;  Lord  and  Taylor;  E.  and  Z.  Van  Raalte; 
Harvey  Glove  Company;  Curtis  Publishing  Company;  Mergenthaler 


Vill  PREFACE 

Linotype  Company;  Ferry-Hanly  Advertising  Company;  Federal  Ad- 
vertising Company;  Guaranty  Trust  Company  of  New  York;  East- 
man Kodak  Company;  B.  F.  Goodrich  Rubber  Company;  Angier 
Mills;  Kelly-Springfield  Tire  Company;  Noiseless  Typewriter  Com- 
pany; Packard  Motor  Car  Company;  The  Grolier  Society;  Funk  and 
Wagnalls  Company;  Rand,  McNally  and  Company;  Commercial 
Casualty  Company;  ^tna  Life  Insurance  Company. 

Acknowledgments  are  due  also  to  Miss  Eleanor  P.  Clarke  and 
Miss  Isabella  Hyde,  of  the  Julia  Richman  High  School,  for  verifica- 
tion of  certain  sections  of  copy,  and  to  Miss  Mabel  F.  Brooks,  of 
the  Theodore  Roosevelt  High  School,  for  many  valuable  suggestions, 
for  assistance  in  assembling  materials,  and  for  correction  and  revision 
of  proofs. 

To  Mr.  Frank  A.  Vanderlip,  writer,  publicist,  educator,  and  mas- 
ter business  builder,  who  interrupted  an  extraordinarily  busy  life  to 
consider  the  content  of  the  book  and  write  an  introduction  for  it, 
the  author  herewith  acknowledges  indebtedness  and  expresses 
gratitude. 

J.  B.  O. 


TABLE  OF  CONTENTS 

Page 

Introduction  by  Frank  A.  Vanderlip xi 

Chapter 

I.    The  Business  Word i 

II.    The  Business  Sentence 56 

III.  The  Business  Paragraph 106 

IV.  The  Business  Letter 148 

V.    The  Newspaper  and  the  Magazine 256 

VI.    Advertising 288 

VII.    The  Business  Talk 320 

VIII.    Sales  and  Advertising  Literature 352 

IX.    Abbreviations  and  Special  Terms  (Reference  Chap- 
ter)        375 

X.    Business   Reports  and   Proof  Marks   (Reference 

Chapter) 401 

XI.    Business  Forms  (Reference  Chapter) 411 

Index 429 


INTRODUCTION 
By  Frank  A.  Vanderlip 

Too  long  has  the  study  of  Commercial  English  been 
lightly  regarded.  Subjects  for  study  may  be  roughly 
divided  into  two  classes:  first,  that  type  which  is  purely 
cultural;  second,  that  which  has  some  practical  applica- 
tion. There  is  no  absolute  line  of  demarcation  between 
the  two;  indeed,  they  often  overlap.  The  professional 
literary  man,  for  instance,  studies  the  best  examples  of 
literature  in  order,  in  a  practical  manner,  to  improve  his 
own  style. 

The  first  class  referred  to  includes  the  professions, 
science,  literature,  and  language,  studied  from  the  point 
of  view  of  increasing  the  general  fund  of  one's  information. 
The  second  class  has  to  do  with  the  same  subjects,  but  with 
the  difference  that  the  knowledge  gained  is  used  in  a  prac- 
tical manner.  Such  knowledge  serves  as  a  tool  with  which 
to  hew  the  way  to  success,  as  a  means  to  a  definite  end. 

The  whole  educational  system  of  our  country  em- 
phasized for  many  years  the  importance  of  the  first  class, 
and  neglected,  to  a  certain  extent,  the  second.  English 
language  has  been  studied  from  an  etymological  and  liter- 
ary standpoint,  rather  than  with  any  idea  of  its  practical 
use  in  every-day  business  life.  As  a  result,  our  schools, 
colleges,  and  universities  have  been  turning  out  young 
men  and  women  who  knew,  possibly,  the  derivation  of  a 


xii  INTRODUCTION 

word,  the  literary  value  of  a  given  novel,  essay,  or  poem, 
the  birth  and  death  dates  of  men  and  women  who  have  at- 
tained an  eminent  position  in  their  chosen  field,  and  other 
bits  of  information  of  a  similar  character,  but  who  were 
utterly  at  a  loss  in  framing  a  successful  business  letter 
which  would  state  definite  facts  in  a  clear  and  concise  style. 

The  second  type  is,  perhaps,  the  more  important  of  the 
two.  The  first  class  is  by  no  means  to  be  belittled;  on 
the  contrary,  it  is  essential  to  a  well-rounded  education. 
It  belongs,  however,  to  the  class  of  luxuries,  not  necessities. 
The  lawyer  who  would  reach  a  high  position  in  his  pro- 
fession must  possess  a  broad  educational  foundation.  He 
must  understand  enough  science  to  cope  successfully  with 
the  varied  experience  his  work  requires,  enough  literature 
and  history  to  illustrate  intelligently  his  arguments,  and 
enough  of  the  connotation  of  words  to  express  his  meaning 
aptly.  The  same,  in  a  varying  degree,  is  true  of  the  other 
professions. 

When,  however,  it  is  a  question  of  young  men  or  young 
women  entering  business  in  order  to  earn  their  daily  bread, 
the  cultural  type  of  education  is  something  that  is  of  second- 
ary importance,  and  must  usually  be  acquired  in  the  spare 
moments  that  can  be  found  by  those  who  really  try  to  find 
them — in  the  evenings,  on  Sundays,  on  holidays.  The  es- 
sential thing  to  do  is  to  work  hard  at  the  job  and  be  able  to 
express  one's  self,  whether  orally  or  by  means  of  the  written 
word,  crisply,  definitely,  correctly,  convincingly.  A  man 
who  can  do  this  shows  a  true  grasp  of  the  meaning  of  his 
work.  He  can  be  trusted  to  handle,  from  a  mechanical 
point  of  view  at  least,  important  matters  without  involving 
himself  or  his  employer  in  misunderstandings  that  may 
mean  loss  of  time,  money,  and  energy. 


INTRODUCTION  xiii 

In  the  rush  of  modern  business,  time  is  an  element  of 
primary  importance.  Time  saved  often  spells  money 
saved,  energy  saved,  wastefulness  avoided.  Clear  under- 
standing, coupled  with  the  ability  for  clear  and  concise 
expression,  leads  to  such  a  saving  of  time  as  will  result  in 
economy  of  energy  and  avoidance  of  waste,  and  on  this 
foundation  may  be  built  the  structure  of  a  successful 
business  career. 

So  it  is  that  we  can  not  emphasize  too  strongly  today 
the  need  in  education  of  a  more  practical  spirit.  In  the 
last  decade  we  have  been  brought  to  see  that  more  and 
more  clearly,  and  we  are  encouraging  our  young  people  to 
study  subjects  the  knowledge  of  which  can  be  coined  into 
business  success.  This  brings  returns  not  only  directly 
to  the  individual,  but  indirectly  to  the  community  and 
nation.  Commercial  English  is  a  subject  which  should 
form  part  of  the  curriculum  of  every  school  and  institu- 
tion of  learning  throughout  the  country,  to  the  end  that 
we  may  have  in  our  business  life  a  grasp  of  fundamental 
facts,  based  on  a  clear  expression  of  them,  a  self-reliance 
that  only  practical  knowledge  can  give,  and  an  all-round 
efficiency  in  every  department  of  that  business  life  that 
attains  the  highest  degree  of  perfection. 

I  should  not,  myself,  put  as  great  emphasis  as  has  the 
author  of  this  book  upon  the  value  of  knowing  words. 
That  is  not  because  I  think  any  less  of  the  value  of  such 
knowledge  than  does  the  author.  I  should  always  put  the 
primary  emphasis  on  the  value  of  clean-cut  ideas.  If  one 
thinks  clearly,  he  is  apt  to  write  clearly.  In  a  technical 
field,  of  course,  one  can  not  think  clearly  if  he  is  hazy  about 
the  special  terminology  of  that  field. 

A  knowledge  of  words  will  not  build  forceful,  convincing 


Xiv  INTRODUCTION 

sentences  unless  the  knowledge  of  facts  and  principles  lies 
back  of  the  expressions  which  it  is  sought  to  put  into  con- 
vincing form.  One  must  first  know  his  destination.  After 
that,  it  is  a  happy  convenience  if  he  has  an  automobile 
that  will  take  him  smoothly  along  that  road.  But  the 
automobile  by  itself,  without  a  knowledge  of  where  he 
wants  to  go,  is  not  a  particularly  useful  affair. 

This  knowledge  of  words,  this  ability  to  write  business 
English,  might  be  compared  to  the  automobile  in  its  ability 
to  convey  our  ideas  along  the  road  we  want  them  to  travel, 
and  to  the  destination  we  want  them  to  reach.  But  first 
of  all  I  should  emphasize  that  grasp  of  principles  which 
will  lead  us  to  see  clearly  what  it  is  we  want  to  say. 

Muddled  English  on  top  of  muddled  ideas  makes  a  bad 
mess  of  business  letters.  The  combination  is  too  frequent. 
What  one  must  have,  if  he  is  going  to  make  a  success  in  a 
type  of  business  where  letter  writing  is  an  essential  part,  is 
an  ability  to  think  clearly  and  to  write  clearly.  The  art 
of  writing  can  then  be  further  developed,  and  I  believe  the 
book  that  Mr.  Opdycke  has  written  will  do  that. 

A  clearly  written  letter  may  not  necessarily  be  a  con- 
vincing one.  Here  comes  in  the  matter  of  style,  and  there 
is  just  as  truly  the  art  of  style  in  business  correspondence 
as  there  is  in  purely  literary  work.  It  is  not  always,  how- 
ever, a  matter  of  literary  style.  Suppose,  for  example, 
that  a  correspondent  asks  to  have  something  done,  and  it 
is  not  deemed  feasible  or  desirable  to  do  exactly  what  has 
been  asked,  but  a  suggestion  can  be  made  that  will  approxi- 
mately meet  the  correspondent's  idea.  I  have  had  clerks 
who  would  reply  to  such  a  letter  by  saying  bluntly  that  the 
thing  asked  for  could  not  be  done,  and  following  the  refusal 
by  a  statement  of  what  we  were  willing  to  do.     That  sort 


INTRODUCTION  XV 

of  reply  illustrates  a  temperament,  perhaps,  rather  than  a 
literary  style.  If  the  reply  had  first  stated  what  could  be 
done,  and  the  least  emphasis  possible  had  been  laid  on  the 
refusal  to  do  exactly  what  was  asked  for,  the  whole  tone 
and  effect  of  the  letter  would  have  been  different.  It 
would  have  indicated  a  desire  on  the  part  of  the  firm  to 
meet  the  wishes  of  the  correspondent.  If  it  were  rightly 
worded,  it  would,  quite  likely,  have  presented  a  solution  of 
the  matter  that  was  entirely  satisfactory,  and  the  refusal 
to  do  exactly  what  had  been  asked  would  be  lost  sight  of  in 
the  earlier  gratification  of  learning  that  something  would 
be  done  that  would  meet  the  wishes  of  the  correspondent. 

Business  houses  pay  a  great  deal  of  attention  to  and 
money  for  the  place  in  which  they  do  business.  Business 
men  want  to  present  a  good  face  to  their  customers  by  be- 
ing properly  housed,  with  offices  suitably  furnished.  If 
they  are  competent  business  men,  they  will  go  to  a  great 
amount  of  trouble  in  meeting  their  clients,  and  take  much 
time  to  impress  their  customers  with  the  ability  of  their 
organization  to  meet  the  needs  and  handle  the  orders  of 
their  customers.  But  in  many  lines  of  business  there  is 
only  a  small  minority  of  customers  who  conduct  the  busi- 
ness relation  in  person.  Most  of  it  is  done  by  correspon- 
dence. Too  frequently,  however,  a  great  part  of  the  busi- 
ness correspondence  of  a  large  organization  is  in  the  hands 
of  untrained,  uneducated,  and  sometimes  slovenly  letter 
writers.  An  effect  is  produced  that  is  anything  but  the 
representation  of  a  well-conducted  business.  The  efforts  of 
the  managers  may  be  absorbed  in  directing  general  policy, 
and  they  frequently  pay  all  too  little  attention  to  the 
character  of  the  more  or  less  routine  correspondence. 
But  it  is  that"  correspondence  through  which  most  of  the 


xvi  INTRODUCTION 

customers  may  have  their  contact  with  the  organization, 
and  if  the  correspondence  is  clumsily  phrased,  the  good  work 
of  the  managers  may  be  wholly  counteracted  because  some 
clerk,  who  has  not  learned  to  write  business  English,  can 
not  say  clearly,  easily,  and  in  good  business  style  those 
simple  things  that  it  is  his  duty  to  write. 

Business  letter  writing  is  one  of  the  essential  tools  in  the 
trade  of  business.  It  is  a  technical  accomplishment  that 
can  be  learned  by  any  intelligent  person  with  a  fair  educa- 
tion. If  business  men  clearly  recognized  the  importance 
of  good  style  in  their  correspondence,  they  would  not 
tolerate  poorly  written  business  letters.  It  is  true  that 
business  men  may  not  always  themselves  be  good  judges  of 
a  well-written  letter.  They  may  lack  the  essential  training 
which  would  enable  them  to  write  a  good  letter.  But  that 
does  not  in  any  way  minimize  the  importance  of  good  letter 
writing. 

The  whole  subject  is  one  the  importance  of  which  has, 
I  believe,  been  generally  underestimated.  As  we  come  to 
do  business  in  a  better  manner,  as  we  progress  in  the  art 
of  commerce,  the  importance  of  clearly  written  business 
letters,  produced  in  a  style  best  adapted  to  the  purpose  in 
view,  will  be  more  readily  seen.  Education  that  will  lead 
to  an  ability  to  write  such  letters  is  a  sound  piece  of  founda- 
tion in  good  business  training.  I  believe  this  book  will  be 
a  helpful  guide  in  gaining  such  an  education. 


Noon  hour  in  one  of  the  busy  streets  of  the  New  York  financial  district 


CHAPTER  I 
THE  BUSINESS  WORD  . 

'Tmxt  the  word  that  is  short  and  the  word  that  is  long, 

There's  a  vital  decision  to  make  ; 
*Twixt  the  word  that  is  weak  and  the  word  that  is  strong. 

There's  a  hazardous  venture  to  take  ; 
*Twixt  the  word  that  is  right  and  the  word  that  is  wrong, 

There's  a  tragical  issue  at  stake. 

Introduction. — Words  have  been  called  the  "pictures  of  ideas," 
the  "pegs  upon  which  ideas  are  hung,"  the  "swift  artillery  of  thought." 
They  are  all  this  and  much  more  to  business  communication.  They 
are  the  visible,  audible  symbols  of  the  power  that  sets  and  keeps  the 
business  world  in  motion,  the  live  motive  force  behind  negotiation 
and  contract  and  transaction.  Words  spoken  or  written,  flashed 
over  a  wire  or  sent  hurtling  through  the  air,  start  wheels  moving, 
direct  ■  armies  into  action,  decide  the  success  and  triumph,  or  the 
failure  and  tragedy  of  world  events.  They  are  the  keys  that  "unlock 
not  only  all  the  literature  of  the  world  to  the  human  mind,"  but  all 
the  documents  of  commerce  and  industry  as  well.  They  are  the 
flesh  and  blood  and  bone  of  business  expression.  If  you  are  prepar- 
ing for  business  writing  and  speaking,  let  your  course  of  study  in- 
clude first,  words  ;  last,  words  ;  always  and  everywhere,  words. 

Be  curious  about  words.  Cultivate  "word  inquisitiveness."  Own 
a  dictionary  and  use  it  constantly  to  satisfy  your  curiosity  about 
words.  It  tells  you  not  only  how  words  are  spelled  and  pronounced, 
and  what  they  mean.  It  informs  you,  also,  as  to  variations  in  spell- 
ing and  pronunciation;  as  to  capitalization  and  syllabication;  as 
to  prefixes  and  suffixes;  as  to  compounding  and  dividing  words;  as 
to  what  parts  of  speech  words  are  in  their  various  uses;  as  to  abbre- 
viations; as  to  various  word  classification — antonyms,  synonyms, 
archaisms,  slang,  improprieties,  obsolete  and  dialectic  forms.  It  is, 
indeed,  a  word  wonder-book.    And,  in  addition  to  all  this  informa- 

I 


2  .THE  ;E?^G1:ISH  :0P.  (COMMERCE 

tion,  you  find  in  your  dictionary  brief  biographies  of  famous  people; 
dates,  names,  and  places  of  great  historical  events;  hundreds  of  illus- 
trations and  diagrams;  the  location  of  the  principal  cities  of  the 
world,  with  population;  quotations  from  literature;  foreign  phrases, 
and  so  forth.  You  can  ill  afford  to  be  without  a  book  that  contains 
so  much  of  value  for  intelligent,  workaday  living. 

Not  the  least  important  reason  for  possessing  a  dictionary  is 
the  training  it  affords  in  the  mere  finding  of  information.  If  you  are 
a  trained  user  of  the  dictionary,  if  you  are  able  to  find  words  and 
other  information  easily  and  quickly  and  definitely,  you  will  be  able 
to  use  skilfully  the  many  different  guides  and  directories  that  are 
necessary  to  all  business  offices.  Use  the  thumb  index  to  your  dic- 
tionary. Make  as  few  turns  of  the  pages  as  possible  in  locating  a 
desired  word.  Practice  word-finding,  and  compete  with  your  friends 
in  the  exercise. 

The  dictionary  contains  approximately  450,000  words.  You 
cannot  know  all  of  these,  of  course.  You  can  know  but  a  very  small 
portion  of  them.  It  is  estimated  that  the  average  "word  possession" 
or  vocabulary  of  individuals  at  stated  ages  is  as  follows:*  Eight 
years,  3600;  ten  years,  5400;  twelve  years,  7300;  fourteen  years, 
9000;  average  adult,  11,700;  superior  adult,  13,500. 

Business  pursuits  demand  the  services  of  superior  adults.  If  you 
contemplate  entering  business,  you  are  under  obligation  to  acquire 
a  wide-range,  elastic  vocabulary.  This  means  knowing  how  to  use 
words  correctly,  how  to  pronounce  them  clearly  and  accurately,  how 
to  link  them  together  concisely  into  proper  company,  one  with  an- 
other. Listening  to  good  speakers,  reading  good  books  and  periodi- 
cals, indulging  in  good  conversation — all  of  these  will  help  you  meet 
the  obligation.     But  the  dictionary  will  do  most. 

Ruskin,  speaking  of  the  "well-educated  gentleman,"  has  this  to 
say  about  the  use  of  words : 

"But  whatever  language  he  knows,  he  knows  precisely;  whatever 
word  he  pronounces,  he  pronounces  rightly;  above  all,  he  is  learned 
in  the  peerage  of  words — knows  the  words  of  true  descent  and  ancient 
blood,  at  a  glance,  from  words  of  modern  canaille;  remembers  all 
their  ancestry — their  intermarriages,  distant  relationships,  and  the 
*  From  The  Journal  oj  Heredity,  March  1918,  by  Prof.  Lewis  M.  Termaa. 


THE  BUSINESS  WORD  3 

extent  to  which  they  were  admitted,  and  offices  they  held,  among  the 
national  noblesse  of  words  at  any  time  and  in  any  country.  But  an 
uneducated  person  may  know,  by  memory,  many  languages,  and 
talk  them  all,  and  yet  truly  know  not  a  word  of  any — not  a  word  even 
of  his  own." 

SECTION  1 

Word  Groups. — Here  are  the  forty  three  most  useful  words  in 
the  English  language.  The  first  nine,  it  is  said,  do  one  fourth  of  our 
verbal  work;  the  remaining  thirty  four,  one  half  of  it:  are,  6e,  have, 
it,  of,  the,  to,  will,  you;  about,  all,  as,  at,  but,  can,  come,  cry, 
dear,  for,  get,  go,  heart,  her,  if,  in,  me,  much,  not,  on,  one, 
say,  she,  so,  that,  there,  they,  this,  though,  time,  we,  with,  write, 
your. 

Words  fall  naturally  into  groups;  they  huddle  around  ideas. 
When  and  where  and  how  they  shall  be  used,  depends  altogether 
upon  the  ideas  behind  them.  And  as  ideas  develop  and  expand, 
words  must  keep  pace  with  them.  Work  is  constantly  taking  on  new 
turns  and  phases;  this  means  that  new  ideas,  and  consequently  new 
words,  are  constantly  developing.  A  worker  must  know  not  only 
the  words  that  belong  to  his  work  and  to  related  lines.  In  addition, 
he  must  have  an  extensive  general  vocabulary,  so  that  he  can  talk 
on  current  subjects  in  casual  conversation,  as  well  as  make  his  own 
special  interests  understood  by  the  average  person.  His  special 
vocabularies  are  for  use  in  his  office  with  his  co-workers  and  with 
those  engaged  in  the  same  or  related  pursuits.  His  general  vocabu- 
lary is  for  use  on  that  common  ground  where  "all  meet  all  in  greet- 
ings of  the  day." 

"Sorry,  sir,"  said  a  salesman  to  a  scientist  who  had  come  to  buy, 
"but  we're  just  closed  out  in  that  stock." 

"  Do  you  mean,"  asked  the  scientist,  "  that  the  species  is  extinct  ?  " 

"Yes,"  interrupted  the  scientist's  wife,  "he  means  that  you  can- 
not get  it  here  any  more." 

The  salesman  had  used  a  word  group  peculiar  to  retail  trading; 
the  scientist  had  interpreted  him  in  a  word  group  peculiar  to  science; 
the  wife,  making  use  of  general  words,  had  brought  the  two  to  an 
understanding. 


4  THE  ENGLISH  OF  COMMERCE 

Accumulate  as  many  word  groups  as  you  can.  Keep  adding  to 
them  and  revising  them  all  the  time.  Prove  yourself  interested  in 
a  friend's  work  by  being  able  to  talk  to  him  about  it  in  "his  own 
language."  Do  not  forget  that  new  situations  and  verbal  emergencies 
are  constantly  arising  in  business,  and  that  unless  you  have  in  reserve 
a  large  and  varied  vocabulary,  you  will  not  be  able  to  meet  them. 
Above  all,  be  able  to  translate  and  simplify  your  special  words  into 
language  that  will  be  understood  by  the  average  man. 

PROBLEMS 

1.  In  competition  with  your  classmates,  look  up  the  following  words  in  the 
dictionary  in  the  order  given.  Make  as  few  turns  of  pages  as  possible  in  finding 
each  word:  negotiation,  accounting,  transaction,  bookkeeping,  supply,  accrue, 
codicil,  tweed,  drayage,  tickler,  usury,  instalment,  bonus,  liquidate,  assets, 
fiscal,  actuary,  financial. 

2.  Make  lists  of  words  that  are  commonly  used  by  certain  of  your  friends. 

3.  Make  lists  of  words  that  belong  to  the  special  business  and  industrial  activi- 
ties of  your  home  and  your  school  communities. 

4.  Make  lists  of  words  that  belong  to  your  special  subjects  of  study. 

5.  Tell  which  of  the  words  in  the  following  sentences  belong  especially  to  busi- 
ness.    Define  each: 

— He  bought  the  goods  at  wholesale. 
— The  shipment  was  immediately  warehoused. 
— The  company  was  legally  incorporated. 
— They  are  taking  inventory  of  stock. 
— The  merchandise  was  handled  at  retail. 
— ^The  voucher  is  a  sufficient  receipt. 

— He  audited  the  accounts  of  the  largest  mercantile  concern  in  the  city. 
— The  consignee  reports  that  the  waybill  was  inaccurate. 
— The  ledger  will  show  both  the  debit  and  credit  accounts. 
— Your  remittance  was  not  received  until  after  the  foreclosure  sale  was 
announced. 

6.  Tell  to  what  business  activity  each  of  the  following  word  groups  belongs. 
Know  the  meaning,  the  spelling,  and  the  pronunciation  of  each  word.  Add  more 
words  of  the  same  kind  to  each  list : 

— apples,    citron,    banana,    cabbage,    molasses,    preserves,    sugar,    syrup, 

tapioca,  tomato. 
— bamboo,    carpet,    chair,    desk,    lacquer,     mahogany,    mantel,    settee, 

sofa,  tapestry. 


THE  BUSINESS  WORD  5 

— ^axe,  bolt,  brace,  chisel,  drill,  file,  hammer,  hinge,  hoe,  hose,  key, 
lock,  nail,  pincher,  plane,  plier,  pulley,  rake,  saw,  screw,  shovel, 
spade,  square. 

— accelerator,  axle,  battery,  bearing,  brake,  bushing,  cam,  charge, 
clutch,  cylinder,  forging,  gasoline,  gear,  generator,  gauge,  hood, 
ignition,  lubricant,  magneto,  motor,  piston,  radiator,  rim,  speed- 
ometer, tank,  tire,  tractor,  transmission,  tread,  valve. 

— alpaca,  balbriggan,  batiste,  brocade,  calico,  cambric,  cashmere, 
chenille,  cheviot,  corduroy,  chiffon,  chintz,  crash,  cretonne, 
crepe,  denim,  dimity,  duck,  foulard,  flannel,  gabardine,  galloon, 
georgette,  gingham,  grenadine,  jean,  jabot,  jet,  kersey,  khaki, 
lawn,  linen,  lisle,  madras,  merino,  mohair,  moire,  muslin,  nain- 
sook, nankeen,  nuns-veiling,  organdie,  passementerie,  percale, 
plush,  pongee,  poplin,  ratteen,  rep,  satin,  seersucker,  serge,  silk, 
taffeta,  tulle,  velvet,  voile,  worsted. 

— barge,  bark,  bottom,  brigantine,  burden,  cargo,  carrier,  cartage, 
clearance,  convoy,  cordage,  debark,  disembark,  displacement,  dock- 
age, embargo,  export,  ferriage,  founder,  groundage,  halyard,  haw- 
ser, hold,  import,  keel,  keelage,  kentledge,  landing,  lastage,  leakage, 
lighter,  liner,  lockage,  log-book,  manifest,  merchantmen,  packet, 
passport,  pier,  pontage,  port,  portage,  primage,  quarantine,  sal- 
vage, seaworthy,  shroud,  skipp>er,  smuggle,  starboard,  stevedore, 
supercargo,    tender,    tonnage,    towage,    trader,    voyage,    yard. 

— administrator,  affidavit,  agreement,  appeal,  appraise,  arraign,  assignee, 
assignment,  assize,  attack,  attorney,  bail,  bar,  barrister,  beneficiary, 
bequeath,  bequest,  breach,  brief,  chattels,  claimant,  complainant, 
convey,  counsel,  deed,  default,  defendant,  demise,  demur,  dowry, 
enjoin,  equity,  evidence,  executor,  extradition,  felony,  filibuster, 
fine,  foreclose,  forgery,  fraud,  heir,  heirloom,  hereditary,  heritage, 
injunction,  indemnify,  indemnity,  indict,  intestate,  invalid,  juris- 
diction, jury,  larceny,  lawsuit,  legacy,  levy,  liability,  libel,  magis- 
trate, mandamus,  minor,  misdemeanor,  moot,  mortgage,  notary, 
null,  obligation,  ordinance,  penal,  perjury,  plaintiff,  preamble,  prem- 
ise, probate,  proceeding,  protest,  proviso,  quorum,  receiver,  ref- 
erendum, reprisal,  retainer,  rider,  seal,  searcher,  seize,  sentence, 
serve,  slander,  statute,  subpoena,  sue,  suit,  summons,  surrogate, 
swear,  talesman,  tenant,  tenure,  testate,  tithe,  title,  transfer,  trustee, 
valid,  verdict,  voucher,  void. 

8.  Arrange  the  following  words  alphabetically  and  then  list  them  in  related 
groups : 

— toaster,  flour,  hat,  jar,  honey,  pan,  garter,  strainer,  handkerchief, 
spoon,  fruit,  sock,  clock,  sugar,  hammock,  ham,  settee,  grocery, 
grape,  glove,  grafonola,  chiffonier,   fork,   table,  cabinet,  lard,  jam. 


THE  ENGLISH  OF  COMMERCE 

lounge,  pad,  pajamas,  olive,  sharpener,  piano,  oil,  oatmeal,  kerosene, 
nail,  mustard,  nutmeg,  noodle,  lobster,  lozenge,  music,  onion,  organ, 
ornament,  desk,  yeast,  sauce,  vinegar,  kettle,  tapioca,  stud,  trou- 
sers, suet,  stockings,  ties,  umbrella,  suspenders,  skillet,  slippers, 
scarf,  saw,  pulley,  ruler,  safe,  sardines,  prunes,  apricots,  bench, 
blotter,  card,  bookcase,  pillow,  costumer,  wardrobe,  rug,  farina, 
figs,  eggs,  shirts,  currants,  collars,  chisel,  coffee,  cocoanut,  braces, 
belt,  bedstead,  soda,  talcum,  bouillon,  chocolate,  chain,  bolt,  nut, 
lamp,  cap,  stick,  bottle. 


SECTION  2 

Word  Classes. — ^Words  are  grouped,  as  above  indicated,  according 
to  the  subjects  to  which  they  are  related.  Words  are  classified j  as 
indicated  below,  according  to  the  character  of  their  meaning  and 
origin. 

1.  A  GENERIC  word  IS  one  that  pertains  to  a  class  of  related 
things,  as  fabric^  shop,  ware.  A  specific  word  is  one  that  pertains 
to  a  definite  member  of  a  class  of  related  things,  as  silk,  haberdashery y 
hardware.  These  three  words  are  specific  equivalents  of  the  three 
generic  words  above.  Note  that  silk,  itself  specific  in  relation  to 
fabric,  is  in  turn  generic  in  relation  to  taffeta.  Specific  words  are  pref- 
erable to  generic  ones,  because  they  convey  clearer  and  more  forceful 
meanings. 

2.  A  DENOTATIVE  word  is  one  that  simply  denotes  or  defines  an 
idea.  A  connotative  word  is  one  that,  in  addition  to  denoting  or 
defining,  suggests  and  insinuates.  It  conveys  more  than  it  really 
says;  it  both  informs  and  enriches.  The  word  lend  merely  denotes; 
the  word  sacrifice  connotes.  The  word  store  denotes;  the  word  insti- 
tution connotes.  The  word  supply  denotes;  the  word  serve  connotes. 
This  sentence  is  denotative:  This  store  stands  ready  to  lend  all  its 
energies  to  the  task  of  supplying  you.  This  sentence  is  connotative: 
This  institution  stands  ready  to  sacrifice  all  its  energies  in  your  service. 
Connotative  words  are  to  be  preferred  to  denotative  ones  because 
they  make  stronger  and  more  lasting  impressions. 

3.  An  antonym  is  a  word  directly  opposed  to  another  in  mean- 
ing, as  borrow,  lend;  buy,  sell;  trust,  suspect.  A  homonym  is  a 
word  that  sounds  like  another,  may  be  spelled  like  it,  but  has  a  dif- 


THE  BUSINESS  WORD  7 

ferent  meaning,  as  huy,  by,  bye;  ton,  tun;  fair,  fare.  A  synonym  is 
a  word  that  has  the  same,  or  almost  the  same,  meaning  as  some 
other,  as  store,  shop;  buy,  purchase;  deal,  transact.  The  EngHsh  lan- 
guage is  especially  rich  in  nice  distinctions  of  meaning  among  words 
that  are  alike  in  meaning,  yet  not  the  same.  The  greatest  care 
should  be  exercised  in  making  these  distinctions.  Do  not  say  fix  for 
repair,  farther  for  further,  witness  for  see,  dishonest  .for  untruthful,  and 
so  forth.  Look  up  such  troublesome  pairs  of  words  in  your  diction- 
ary, fix  in  your  mind  the  difference  between  them,  and  use  them  with 
exactness.  A  few  of  the  most  commonly  misused  synonyms  are 
given  in  the  next  section. 

4.  Localisms  or  provincialisms  are  words  or  terms  that  are 
used  only  in  certain  parts  of  a  country  and  are  not  easily  under- 
stood outside  of  their  own  immediate  community.  They  should  be 
avoided  in  making  general  appeals  of  any  kind,  though  they  may 
have  connotative  value  in  intimate  local  appeals.  A  few  of  the  most 
common  ones  are :  to  figure  for  to  reckon  or  to  calculate  ;  forehanded  for 
thrifty ;  flunk  for  fail ;  guess  or  allow  or  expect  or  reason,  for  think  or 
suppose;  to  swap  for  to  trade. 

5.  Technical  words  must  be  used  with  consideration.  In  ad- 
dressing those  who  thoroughly  understand  a  special  subject,  you 
may  indulge  in  technical  terms  freely.  But  the  case  is  different  when 
you  are  addressing  an  audience  that  does  not  understand.  A  sales 
manager  may  say  to  his  salesmen:  Pm.'s  will  be  awarded  on  the  basis 
of  daily  totals  of  sales  slips.  They  will  understand  his  technical  lan- 
guage. To  a  general  audience  he  would  put  the  statement  this  way: 
Premiums  are  awarded  to  salesmen  according  to  the  amount  of  daily 
sales,  recorded  by  them  on  slips  kept  for  the  purpose. 

6.  Foreign  words  are  to  be  avoided,  as  a  rule.  They  should, 
of  course,  never  be  used  carelessly  and  incorrectly,  or  for  the  purpose 
of  mere  display  and  high-sounding  expression.  Many  foreign  words, 
principally  French  and  Latin,  have  found  their  way  into  business 
expression  because  they  are  necessary  to  make  ideas  clear.  Some  of 
them  have  been  adopted  and  now  pass  for  ''citizens  of  our  tongue"; 
others  are  on  their  way  to  naturalization.  Of  the  first,  these  are 
examples:  alias,  alibi,  cafe,  chic,  cuisine,  data,  decollete,  depot,  elites 
entree,  modiste,  neglige,  sine  qua  non.     Of  the  second,  these:  dishabille. 


8         •  THE  ENGLISH  OF  COMMERCE 

distingue^  elaUj  faux  pas,  fin  de  sUcle,  recherche,  savoir-faire.     (See 
Chapter  IX.) 

7.  Colloquialism  is  a  form  of  expression  that  is  allowable  in 
familiar  conversation,  but  not  in  formal  and  dignified  discourse.  It 
consists  chiefly  in  the  use  of  inexact  and  abbreviated  forms.  The 
use  of  nice  in  //  is  a  nice  day  is  inexact,  but  the  expression  is  so 
widely  colloquial  as  to  make  it  permissible  in  informal  conversation. 
Such  abbreviations  as  ad,  photo,  exam,  auto,  phone,  are  colloquial. 
You  should  guard  against  allowing  your  form  of  expression  to  become 
too  colloquial;  otherwise  you  may  justly  be  accused  of  "laziness  in 
speech."     Moreover,  colloquialism  is  first  cousin  to  slang. 

8.  Slang  is  language  sowing  its  wild  oats.  Most  of  it  lives  but 
for  a  day  or  two;  some  of  it  reforms,  is  accepted,  and  becomes  per- 
manent. Avoid  its  use  as  much  as  possible.  Never  use  it  unless 
you  have  its  better  equivalent  in  reserve.  But  do  not  despise  slang. 
It  is  sometimes  pointed  and  expressive.  It  is  often  the  means  of 
establishing  congenial  relationships.  The  majority  of  people  under- 
stand and  appreciate  such  expressions  as  It's  up  to  you,  .  .  .  He  made 
good, .  , .  I  sized  him  up  at  once.  There  are  degrees  of  slang.  The  lowest 
are  vulgar,  and  are  called  vulgarisms.  They  are  forbidden  in  all  decent 
and  polite  communication.  Some  of  the  higher  forms  are  typical  of 
our  best  American  life  and  spirit.  Every  language  has  its  slang,  and 
it  is  oftentimes  the  best  possible  interpretation  of  the  pulse  and  tem- 
perament of  the  people  who  use  it. 

9.  New  words  are  sometimes  called  coined  words  or  coinages. 
In  general,  it  is  well  to  be  extremely  cautious  in  using  new  words. 
They  need  to  have  the  stamp  of  the  highest  approval  before  being 
adopted  by  the  language.  Some  of  the  words  in  widest  circulation 
today  were  once  considered  too  new  and  fanciful  to  admit  of  good 
use.  Invention  or  discovery  or  agitation  or  popular  demand  won 
the  day,  however,  and  such  words  as  automotive,  boycott,  dynamo,  fili- 
buster, marconigram,  salable,  trolley,  are  with  us  to  stay.  Such  words, 
however,  as  real-estatist,  burglarize,  patriotize,  transactable,  moneyfied, 
are  not  yet  acceptable  in  the  best  word  society;  they  are  too  barba- 
rous in  form,  and  are  thus  called  barbarisms. 

10.  Word  inventions  are  devised  principally  for  advertising  pur- 
poses.   Used  in  other  connections  they  are  regarded  as  barbarisms. 


THE  BUSINESS  WORD  9 

They  are  constructed,  not  according  to  any  particular  rules,  but 
rather  according  to  *' catch"  values  and  attention-getting  devices. 
They  should  be  short  and  novel,  easy  to  pronounce  and  remember, 
and  agreeable  to  the  ear  and  eye.  The  following  illustrate  the  method 
of  composition  of  some  of  those  current  at  the  time  this  book  was 
written:  Shac — Stearns  Headache  Cure;  Clupeco — Cluett,  Peabody  and 
Company  ;  Klim — (milk) ,  Powdered  Milk — these  are  condensations  and 
combinations;  yE/waized,  Youthihes,  Certainteed  —  these  and  other 
suffixes  are  used  in  the  invention  of  new  forms;  Kant-Slip,  Lotta  Miles 
— these  indicate  a  quality  of  the  commodity.  (Study  carefully  the 
words  in  exercise  7  on  opposite  page.) 

1 1 .  Old  words  are  sometimes  called  obsolete  or  archaic.  Lan- 
guage grows  and  develops,  and  as  it  puts  on  the  new  it  puts  off  the 
old.  The  word  tale  was  formerly  used,  in  one  sense,  to  indicate 
account  or  calculation,  but  it  is  now  obsolete  in  this  use.  The  words 
eke,  irk,  quoth,  trice,  twain,  wot,  yclept,  though  once  in  perfectly  good 
use,  are  today  obsolete,  except  in  prose  and  poetry  in  which  it  is 
aimed  to  retain  the  tone  and  spirit  of  former  times.  Certain  past 
tense  forms,  such  as  brake  for  broke,  spake  for  spoke,  clomh  for  climbed, 
have  gone  out  of  use,  as  have  also  the  past  participle  forms  gotten 
and  proven  for  got  and  proved  respectively.  Archaism  is  dead  language 
and  therefore  has  little  if  any  place  in  the  live,  pulsating  expression 
of  business.  Occasionally,  however,  the  language  of  advertising  is 
permitted  to  indulge  archaic  forms,  provided  they  are  in  harmony 
with  the  subject.  Ye  olde  armchair  in  which  grandfather  sate  appears 
in  the  advertisement  of  antique  furniture.  This  is  taken  from  the 
advertising  pages  of  a  fashion  magazine : 

Priscilla  would  a-flirting  go, 
In  bodice  quaint,  and  furbelow. 


PROBLEMS 

1.  Give  as  many  specific  equivalents  as  you  can  for  each  of  the  following  generic 
words:  bad,  book,  good,  great,  house,  safe,  ship,  store,  trade,  work. 

2.  Tell  what  each  of  the  following  words  connotes  or  suggests,  and  give  the 
denotative  equivalent:  diamond,  gridiron,  heirloom,  home,  market,  painstaking, 
sale,  service,  straightforward,  struggle. 


lO  THE  ENGLISH  OF  COMMERCE 

3.  Give  synonyms  and  antonyms  for  as  many  as  possible  of  the  following  words: 
asset,  attach,  cautious,  continuous,  courteous,  extravagant,  guarantee,  liable, 
merchandise,  negotiable,  redeem,  reduce,  resigned,  satisfy,  show,  solvent,  sub- 
ordinate,  transaction,   travel,   way. 

4.  Explain  the  following  homonyms:  all,  awl;  bask,  basque;  beach,  beech; 
breach,  breech;  broach,  brooch;  calendar,  calender;  canvas,  canvass;  capital, 
capitol;  cereal,  serial;  cession,  session;  core,  corps;  dew,  due;  done,  dun;  ere, 
air,  heir;  gild,  guild;  higher,  hire;  indict,  indite;  lade,  laid;  lean,  lien;  leased, 
least;  loan,  lone;  mean,  mien;  metal,  mettle;  miner,  minor;  principal,  principle; 
profit,  prophet;  serge,  surge;  sight,  site,  cite;  sleight,  slight;  some,  sum;  station- 
ary, stationery;  urn,  earn;  waive,   wave;  way,   weigh. 

5.  The  following  words  are  of  interesting  origin.  Many  of  them  were  once 
considered  too  new  to  be  admitted  into  the  language.  Look  each  one  up  and  explain 
it:*  alphabet,  ampere,  artesian,  bantam,  bloomer,  bootlegger,  boycott,  buggy, 
bushleager,  calico,  cambric,  canter,  capricious,  cereal,  chaotic,  cheap,  copper- 
head, derrick,  doily,  dollar,  dunce,  fad,  filibuster,  frank,  franchise,  fuchia,  gal- 
vanic, gerrymander,  knickerbockers,  lynch,  macadam,  mackintosh,  magnolia, 
meander,  mausoleum,  moonshiner,  ohm,  panic,  pheasant,  polecat,  pompadour, 
port,  puss,  quixotic,  sardine,  shrapnel,  stalemate,  tam-o-shanter,  tantalize, 
vaudeville,  watt,  worsted. 

6.  Give  the  modern  equivalent  for  each  of  the  following  archaic  words:  anon, 
ay,  aye,  eftsoons,  erstwhile,  hight,  methinks,  nay,  olde,  oyez,  sate,  thine, 
verily,  whilom,  wight,  wist,  wot,  yclept,  ye,  yea. 

7.  The  following  word  inventions  and  combinations  were  widely  used  In  adver- 
tising at  the  time  this  book  was  written.  Discuss  them  from  the  points  of  view  of 
attractiveness,  euphony,  composition  (if  known),  impressiveness,  and  so  forth: 
Arco,  Areco,  Auto-lite,  Brownatone,  Carbona,  Coco-cola,  Crackerjack,  Dainty- 
maid,  Elcaya,  Everwear,  Feltoid,  Fermillac,  Flexoak,  Form-fit,  Freezone, 
Glossila,  Gloriol,  Grape-nuts,  Holeproof,  Hygienol,  Hygrade,  Ironclad,  Jap-a-lac, 
Jello,  Jiffy-jell,  Kazoo,  Kiddie-Koop,  Korna-Kopia,  Korrykrome,  Lapido-llth, 
Lyknu,  LIfesavers,  Luckystrike,  Masco,  Mum,  Musterole,  My-t-fine,  Nabisco, 
Neolin,  Neverbreak,  Newskin,  Non-skid,  Nujol,  0-Cedar-Mop,  Odorono,  Oyster- 
ettes,  Palmolive,  Pebeco,  Postum,  Prestolite,  Prophylactic,  Reco,  Reslnol, 
Rexall,  Ryzon,  Saftea  First,  Sanatogen,  Sealect,  Sealpackerchlef,  Shur-on, 
Slumberon,  Socony,  Sonora,  Sprlngstep,  Sunkist,  Slo-flo,  Straightedge,  Styleplus, 
Takoma,  Texaco,  Tydol,  Uneeda,  U-no-us,  Usco,  Valspar,  Vecto,  Wavollne, 
Wunderbar,  Wingfoot,  Yuban. 

8.  Rewrite  the  following  sentences,  substituting  words  of  good  standard  usage 
for  the  local,  colloquial,  foreign,  slang,  or  technical  words:  (i)  He  bought  a  spider 
and  a  skillet.     (2)  They  held  a  tete-^-t6te  In  the  parlor.     (3)  He  allowed  it  would 

*The  following  books  are  recommended  to  pupils  who  would  go  further  into  the  interesting 
study  of  words  than  the  limits  of  this  chapter  permit:  Weekly's  The  Romance  of  Words ;  Green- 
ough  and  Kittridge's  Words  and  Their  Ways  in  English  Speech;  Soule's  Dictionary  of  Synonyms; 
Trench's  The  Study  of  Words. 


THE  BUSINESS  WORD  II 

rain  before  night.  (4)  Hold  on  a  minute.  (5)  He  doped  out  his  lessons.  (6)  They 
invested  in  the  movies.  (7)  The  paravenes  were  placed  on  the  aft  deck  to  star- 
board. (8)  It  gars  me  greet  to  see  him  go.  (9)  We  all  think  that  he's  a  right  good 
businessman.  (10)  She  turned  out  the  coffee  for  all  the  party.  (11)  Billy  says  his 
job  is  a  cinch.  (12)  He  red  up  the  store  after  he  hitched  the  pad  to  the  fly.  (13) 
He  jumped  out  of  the  auto  and  phoned  to  a  friend.  (14)  He  flunked  in  his  exams. 
(15)  This  is  strictly  entre  nous. 


SECTION  3 

Accuracy. — Make  every  word  you  use  say  exactly  what  your 
thinking  demands  of  it. 

Do  not  use  one  part  of  speech  for  another,  such  as  employ  for  em- 
ployment, combine  for  combination,  invite  for  invitation,  to  railroad  for 
to  supervise,  to  down  for  to  defeat,  raise  for  increased  salary. 

Do  not  use  words  in  a  way  to  convey  more  than  one  meaning,  as 
The  manager  has  a  certain  commission  over  and  above  his  salary.  Does 
this  mean  an  assured  but  perhaps  fluctuating  commission,  or  an 
exact  amount?  He  heard  the  employees  conversing  about  him.  Were 
they  near  him  conversing  or  were  they  conversing  concerning  him? 
This  kind  of  inaccuracy  is  called  ambiguity. 

Do  not  use  corrupt  forms,  such  as  ain't  or  hain't  for  am  not,  are  not, 
has  not,  have  not,  is  not;  wheres  for  where  in  combination  with  any, 
every,  no,  some;  attacted  for  attacked;  boughten  for  bought;  bust  or 
busted  for  burst ;  dumb  for  climbed;  drownded  for  drowned;  jit  or  f out 
for  fought ;  gents  for  gentlemen  ;  hern  for  hers;  hisn  for  his  ;  hadda  for 
had  to  ;  his  self  for  himself;  itsself  ior  itself ;  pants  ior  trousers ;  snuck 
for  sneaked  ;  theirn  for  theirs  ;  their  selves  for  themselves  ;  youse  for  you  ; 
youself  for  yourself. 

Do  not  confuse  in  with  into,  off  with  of,  on  with  upon.  Note  the 
following  ;  He  put  the  money  into  the  cash  drawer  in  the  desk.  .  .  .  The 
company  paid  off  the  debt  with  money  borrowed  of  me.  .  .  .  He  un- 
packed the  cases  on  the  counter  and  placed  the  goods  upon  the  shelves. 

Use  shall  and  will  accurately:  i.  To  denote  simple  future  time, 
shall  is  used  with  the  first  person ;  will  with  the  second  and  third :  By 
faithfulness  to  duty  I  shall  {you  will)  ultimately  benefit.  2.  To  denote 
compulsion  or  control  by  the  speaker,  shall  is  used  in  the  second  and 
third    persons.     To   denote   determination   or   the   exercise  of  will- 


12  THE  ENGLISH  OF  COMMERCE 

power  on  the  part  of  the  one  speaking,  will  is  used  in  the  first  per- 
son: You  shall  do  it  means  you  must  do  it.  I  will  do  it  means  /  am 
determined  to  do  it.  3.  In  dependent  clauses,  especially  those  intro- 
duced by  IF,  THOUGH,  WHEN,  shall  is  used  in  all  three  persons  to  ex- 
press future  time  and  will  to  express  volition:  Whenever  he  shall  come,  we 
shall  welcome  him.  4.  To  express  a  courteous  command  will  is  some- 
times used  in  the  second  and  third  persons:  You  will  report  at  once, 
please.  5.  The  past  tense  forms  of  shall  and  will,  should  and  would, 
follow  these  rules  also.  In  addition,  should  is  used  in  the  second 
and  third  persons  to  denote  duty  or  obligation:  Every  business  man 
should  give  first  consideration  to  American-made  products.  Would  may 
be  used  to  express  a  wish :  /  would  I  were  a  financier.  Would  may 
also  be  used  to  indicate  habit  or  custom :  Every  morning  on  his  arrival 
he  would  open  the  shutters  with  a  hang.  6.  In  direct  questions  shall 
should  be  used  if  shall  is  expected  in  the  answer;  will,  if  will  is  ex- 
pected: Shall  we  go  ?  We  shall.  .  .  .  Will  you  give  him  this  note? 
I  will.  7.  In  indirect  discourse  we  use  the  auxiliaries  shall  or  should, 
or  will  or  would,  that  should  be  used  in  direct  discourse:  He  asked 
whether  we  should  go.  .  .  .     *' Shall  we  go?''  he  asked. 

Propriety. — Above  all,  be  diligent  in  the  study  of  synonyms. 
Many  a  young  applicant  for  a  business  position  has  failed  of  appoint- 
ment because  of  impropriety  in  the  use  of  lie  and  lay,  affect  and  effect, 
and  other  everyday  synonyms.  It  is  impossible  to  list  all  the  trouble- 
some ones  here,  but  those  that  are  given  will  indicate  the  importance 
of  making  accurate  and  proper  distinction  between  or  among  words 
that  are  almost  but  not  quite  alike: 

NOUNS 

1.  Ability,  Capacity. — Ability  is  the  power  of  doing,  of  apply ing'knowl- 
edge  to  practical  ends.  Capacity  is  the  power  of  receiving  and  holding. 
Ability  is  more  likely  to  apply  to  physical  power;   capacity,  to  mental  power. 

2.  Admission,  Admittance. — Admittance  is  the  mere  act  of  allowing 

to  enter.  Admission  includes  the  idea  of  right  of  admittance.  Admission 
is  an  active  idea;  admittance,  a  passive  idea. 

3.  Amateur,  Novice. — An  amateur  is  a  person  who  does  a  thing  for  the 
pleasure  of  it,  not  for  professional  reasons.  He  may  or  may  not  have  skill 
and  long  experience.  A  novice  may  be  a  professional,  but  he  is  still  on  pro- 
bation. 


THE  BUSINESS  WORD  I3 

4.  Amount,  Quantity. — Amount  is  used  of  things  in  more  or  less  indefi- 
nite bulk.     Quantity  is  used  of  things  which  are  measured. 

5.  Avocation,  Vocation. — Avocation  is  used  of  minor,  less  engrossing 
affairs  than  business.  Vocation  is  used  of  one's  systematic  and  generally 
remunerative  employment. 

6.  Balance,  Remainder. — Balance  is  a  commercial  term  meaning  the 
difference  between  two  sides  of  an  account.  Remainder  is  a  general  word 
denoting  a  comparatively  small  part  that  is  left. 

7.  Bid,  Estimate. — ^An  estimate  is  an  act  of  judgment.  A  bid  is  an  offer 
based  upon  an  estimate. 

8.  Client,  Customer. — A  client  is  one  whom  a  lawyer  or  a  business 
agency  serves.     A  custonter  is  one  whom  a  tradesman  serves. 

9.  Commodity,  Product. — A  commodity  is  anything  movable  that 
is  of  value.  A  product  is  anything  obtained  as  the  result  of  some  operation 
or  work. 

10.  Custom,  Patronage. — Custom  is  business  support.  Patronage 
is  regular  custom. 

11.  Depot,  Station. — A  depot  is  a  warehouse  or  a  storehouse.  A 
station  is  a  regular  stopping  place,  used  to  designate  the  place  for  the  starting 
and  stopping  of  railroad  trains. 

12.  Discovery,  Invention. — The  common  meaning  of  these  is  some- 
thing new  that  is  found  out  in  the  arts  and  sciences.  Discovery  is  applied  to 
a  thing  that  existed  before,  invention  to  a  thing  that  is  brought  into  existence. 

13.  Display,  Exhibit. — An  exhibit  is  a  collection  of  articles  spread 
out  to  attract  attention  and  invite  examination.  A  display  is  likely  to  be 
more  extended,  with  a  view  to  greater  publicity. 

14.  Gain,  Profit. — Gain  is  on  a  larger  scale  than  profit,  but  more  un- 
certain. Profit  accrues  in  a  more  or  less  regular  manner,  as  a  just  reward  for 
industry. 

15.  Goods,  Merchandise. — Goods  are  any  transferable  articles. 
They  may  or  may  not  be  offered  for  sale.  Merchandise  is  goods  offered  for 
sale. 

16.  Identity,  Identification.— /</enfiY>'  is  the  state  of  being  what 

is  asserted.    Identification  is  the  act  of  proving  the  identity  of  a  thing  or 
a  person. 


14  THE  ENGLISH  OF  COMMERCE 


1 


17.  Jobber,  Middleman. — Both  the  jobber  and  the  middleman  buy 

from  the  producer  to  sell  again.    The  jobber  sells  to  other  dealers.     The 
middleman  sometimes  sells  to  the  consumers. 

18.  Observance,  Observation. — observance  is  formal  recognition 

paid  to  custom,  law,  or  rule.     Observation  is  the  act  of  close  attention. 

19.  Party,  Person. — A  person  is  an  individual.  A  party  (except 
in  law  terms)  is  a  collection  of  persons. 

20.  Placard,  Poster. — A  placard  is  a  printed  or  written  paper 
publicly  displayed.  A  poster  is  generally  larger  and  more  elaborate  than  a 
placard, 

21.  Produce,  Production. — Produce  is  a  collective  name  for  farm 
products.     Production  is  the  act  or  process  of  producing. 

22.  Proposal,  Proposition. — ^A  proposal  is  offered  for  acceptance 

or  rejection.    A  proposition  is  offered  for  discussion. 

23.  Receipt,  Recipe. — ^A  receipt  is  a  written  acknowledgment  of 
money  or  goods  received.    A  recipe  is  a  written  list  of  ingredients  of  a  mixture. 

24.  Salary,  Wages. — Salary  is  remuneration  for  literary  or  profes- 
sional work,  generally  estimated  on  a  yearly  basis.  Wages  are  paid  for  handi- 
craft or  other  similar  services  generally  estimated  on  a  short-time  basis  or  on 
piecework. 

25.  Sewage,  Sewerage. — Sewage  is  waste  matter  carried  ofiE  in 
sewers.    Sewerage  is  the  system  of  draining  by  sewers. 

26.  Statue,  Statute. — ^A  statue  is  an  image.    A  statute  is  a  law. 

27.  Value,  Worth. — Value  is  the  estimated  equivalent  of  an  article. 
Worth  is  stronger  than  value.  Value  is  used  in  relation  to  valuation  by 
others;  worth  in  regard  to  the  merits  of  the  thing  itself. 

ADJECTIVES,  ADVERBS,  AND  PREPOSITIONS 

28.  Above,  Foregoing. — Foregoing  refers  to  what  has  been  written 
before,  and  is  an  adjective.    Above  should  be  used  as  an  adverb  only. 

29.  All,  Whole. — All  usually  indicates  totality  of  number.  Whole 
indicates  totality  of  quantity. 

30.  Almost,  Most. — Most  is  the  superlative  of  many  and  much. 
Almott  means  very  nearly. 


THE   BUSINESS  WORD  I5 

31.  Among,  Between. — Among  is  used  in  speaking  of  more  than  two; 
between  in  speaking  of  two. 

32.  Average,  Ordinary. — Average  means  obtained  by  calculating  nu- 
merically the  mean  of  several.  Ordinary  means  usual  or  common  in  occur- 
rence. 

33.  Beside,  Besides. — Beside  is  better  used  only  as  a  preposition,  mean- 
ing by  the  side  of.  Besides  is  better  used  only  as  a  conjunction  or  an  adverb, 
meaning  in  addition  to. 

34.  Cheap,  Moderate. — Cheap  means  of  comparatively  little  value; 
therefore  poor,  mean.     Moderate  means  keeping  within  reasonable  limits. 

35.  Commonly,  Universally.— f/nii;cr»o//>'  applies  to  all  of  a  class; 

commonly  to  the  greater  part  of  a  class. 

36.  Commonplace,  Matter-of-fact. — Commonplace    means    not 

remarkable  and  not  particularly  interesting.  Matter-of-fact  means  closely 
adhering  to  facts. 

37.  Couple,  Two. — Two  does  not  imply  relationship.  Couple  implies 
a  joining  or  pairing  of  two. 

38.  Credible,  Creditable,  Credulous.— Crc</t6/c  means  worthy  of 

acceptance.  Creditable  means  praiseworthy.  Credulous  means  disposed  to 
believe  on  slight  evidence. 

39.  Customary,  Habitual,  Usual. — Customary  means  conforming 

to  common  usage.  If  a  course  of  action  is  followed  for  a  sufficiently  long  time, 
it  is  likely  to  become  habitual.  Both  customary  and  habitual  refer  to  human 
action.  Usual  means  frequent  and  may  refer  to  whatever  happens  com- 
monly. 

40.  Definite,  Explicit. — Definite  means  sharply  defined  or  hmited. 
Explicit  means  plainly  expressed. 

41.  Directly,  Immediately.— These  words  should  mean  with  no 
delay,  but  they  have  become  weakened  so  that  immediately  means  with  Uttle 
delay,  and  directly  means  after  some  little  time. 

42.  Empty,  Vacant. — Empty   means   having   nothing  in  it.     Vacant 

means  having  no  person  in  it. 

43.  Exceptional,   Exceptionable. — Exceptional    means    imusual. 

Exceptionable  means  open  to  objection. 

44.  Farther,  Further. — These  words  mean  more  remote.  Farther 
usually  refers  to  space;  further  to  time,  quantity,  or  degree. 


%6  THE   ENGLISH  OF  COMMERCE 

45.  Few,  Less. — Few  is  used  of  things  numbered;  less,  of  things 
measured  by  degrees,  value,  or  amount. 

46.  HEALTHY,  Healthful,  Wholesome.— Organisms    that    have 

health  are  healthy.    Things  or  circumstances  that  produce  health  are  health^ 
ful.     Wholesome  applies  to  that  which  is  good  for  one  physically  or  morally. 

47.  Last,  Latest. — Last  means  the  final  thing  in  a  series.  Latest 
means  the  most  recent. 

48.  Liable,  Likely. — Liable  implies  xmpleasant  results.  Likely  means 
simply  probable. 

49.  Merely,  Simply. — Merely  indicates  the  lack  of  something.  Simply 
means  plainly,  without  embellishment. 

50.  New,  Novel. — A  new  thing  is  merely  one  more.  A  novel  thing  is 
new  and  strange. 

51.  Official,  Officious.— O/Hcia/  means  authoritative.  Officious 
means  given  to  meddling. 

52.  Only,  Alone. — Alone  means  solitary,  without  others.  Only  means 
in  no  other  manner,  place,  or  at  any  other  time. 

53.  Practical,  Practicable.— A  thing  that  is  practicable  can  be 

done.     A  thing  that  is  practical  can  be  done  to  advantage. 

54.  Real,  Quite,  Very. — Real  means  genuine.  Quite  means  en- 
tirely.    Very  means  extremely. 

55.  RESPECTFULLY,  RESPECTIVELY.— /?cspccf/u7/>r  means  with  def- 
erential regard.    Respectively  means  severally. 

56.  SOME,  Somewhat,  Something.  Some  is  an  adjective.  Some- 
what is  commonly  an  adverb.    Something  is  a  noun. 

57.  When,  While. — while  usually  means  during  and  refers  to  time  as 
progressive.     When  refers  to  time  as  definite  or  complete. 

VERBS 

58.  Accredit,  Credit. — Accredit  means  to  give  credit  or  authority  to; 
furnish  or  send  with  credentials.     Credit  means  to  accept  as  true. 

59.  Advertise,  Publish. — These  words  mean  to  make  known  by  pub- 
lic notice.  Advertising  includes  the  idea  of  inviting  a  definite  return,  generally 
in  money  or  services. 


THE  BUSINESS  WORD  1 7 

60.  Affect,  Effect. — Affect  is  to  act  upon,  to  influence.  Effect  is 
to  bring  about,  to  accomplish. 

61.  Allow,  Permit. — Allow  means  not  to  hinder.  Permit  means  to 
give  express  authorization. 

62.  Appear,  Seem. — The  verb  appear  expresses  the  probability  of  a 
fact.    Seem  expresses  the  probability  of  an  inference. 

63.  Argue,  Plead. — These  words  mean  to  advocate  by  persuasion; 
plead  implies  the  more  intense  feeling. 

64.  Ask,  DEMAIH). — Ask  is  the  simplest  term  for  making  a  request. 
Demand  is  perhaps  the  strongest. 

65.  Bring,  Fetch,  Take. — The  common  meaning  of  these  words  is  to 
transport  from  one  place  to  another.  Bring  denotes  motion  toward;  fetch, 
motion,  first  from  and  then  toward;  and  take,  motion  from. 

66.  Caw,  May. — Can  is  used  to  denote  capability;  may,  possibility  or 
permission. 

67.  Deprecate,  Depreciate. — Deprecate  means  to  express  disap- 
proval of.     Depreciate  means  to  lessen  the  estimated  value  of. 

68.  Elapse,  Transpire. — Elapse  is  used  of  the  passing  of  time;  trans-' 
pire  of  the  coming  to  light  of  something  that  was  hidden. 

69.  Expect,  Suppose,  Think. — Expect  means  to  look  forward  to  as 
probable.  To  suppose  is  temporarily  to  assmne  the  thing  as  true.  To  think 
is  to  exercise  the  mind  actively  in  any  way. 

70.  Fix,  Repair. — Fix  is  to  fasten,  attach,  or  secure  firmly.  Repair  is 
to  mend. 

71.  Fly,  Flee,  Flow. — Fly  means  to  move  through  the  air.  Flee 
means  to  run  away  for  safety.     Flow  means  to  move  along  smoothly,  as  liquid. 

72.  Hanged,  Hung. — These  words  are  forms  of  the  past  tense  of  hang. 
Hanged  is  used  of  a  human  being.  Hung  is  used  of  anything  else  that  is 
fastened  to  a  point  above  without  support  from  below. 

73.  Hire,  Lease,  Let. — Hire  means  to  secure  the  temporary  use  of 
something  for  payment.  Let  is  to  extend  the  use  of  something  for  payment. 
Lease  usually  refers  to  a  more  formal  arrangement  than  let,  and  connotes  a 
written  contract. 

74.  Inquire,  Investigate. — inquire  is  to  seek  information  by  asking 
questions.     Investigate  is  to  inquire  into  systematically. 


l8  THE  ENGLISH   OF   COMMERCE 

75.  Lie,  Lay. — Lay  means  to  place  or  put.  Lie  means  to  remain  in  a 
prone  position. 

76.  Leave,  Let. — Leave  means  to  go  away  from.  Let  means  to  allow 
or  permit. 

77.  Lend,  Loan. — Lend  means  to  allow  the  temporary  use  of.     L€>an  is 

preferably  a  noun  representing  the  thing  lent.     It  should  not  be  used  as  a 
verb.     Lend  should  not  be  used  as  a  noun. 

78.  Negotiate,  Transact. — Transact  means  to  carry  on  generally,  as 
business.    Negotiate  means  to  deliberate  concerning  some  special  business. 

79.  Prescribe,  Proscribe. — Prescribe  means  to  give,  as  a  law  or 
direction.     Proscribe  means  to  outlaw. 

80.  Remit,  Send. — Send  means  to  cause  to  go.  Remit  means  to  send 
in  return,  as  money  in  payment  for  goods. 

81.  Resolve,  Determine. — Resolve  means  to  make  a  choice  between 
action  and  inaction.  Determine  means  to  make  a  choice  between  one  motive 
and  another. 

82.  Set,  Sit. — Set  means  to  place  in  position.  Sit  means  to  occupy  a 
seat. 

83.  Stop,  Stay. — stop  means  to  change  from  motion  to  rest.  Stay 
adds  to  this  the  idea  of  remaining. 

PROBLEMS 

1.  Find  a  word  that  will  accurately  express  each  of  the  following  ideas: 

— The  idea  of  activity  in  business. 

— The  idea  of  helpfulness  between  two  firms. 

— The  idea  of  the  lack  of  helpfulness  between  two  firms. 

— The  idea  of  the  smell  of  a  grocery  shop. 

— The  idea  of  the  sound  of  wrapping  a  parcel. 

— The  idea  of  the  color  of  a  black-and-white  suit. 

— The  idea  of  the  feel  of  a  piece  of  flannel. 

— The  idea  of  a  worker  who  is  making  rapid  advancement. 

— The  idea  of  the  taste  of  stewed  rhubarb. 

— The  idea  of  selling  to  a  person  who  is  hard  to  suit. 

2.  The  following  sentences  violate  the  cautions  given  under  accuracy  above. 
Explain  what  is  wrong  with  each  one,  and  write  it  correctly:  (i)  He  ups  with  the 
gla^  and  downs  the  contents.  (2)  He  put  the  pail  onto  the  counter.  (3)  The 
legislative  bill  was  railroaded  through.     (4)  How  long  have  you  been  clerking  here? 


I 


THE   BUSINESS  WORD  I9 

(5)  Put  the  biscuits  in  the  oven.  (6)  That  is  a  place  I  was  never  into.  (7)  He 
took  my  pencil  off  me.  (8)  The  manager's  present  was  appreciated.  (9)  They 
formed  a  combine  and  syndicated  their  output.  (10)  He  has  five  hundred  women 
in  his  employ. 

3.  Insert  shall  or  will,  should  or  would,  in  the  blank  spaces  below,     (i)  I 

have  this  paper  by  Monday?     (2)  Please  let  us  know  when  you  be  ready 

to  enter  the  business.     (3)  He  said  that  he go  to  the  city  tomorrow.     (4) 

If  you let  me  know  when  you come,  I meet  you.     (5)  I 

be  going  to  Europe  in  a  week  or  two.     (6)  You report  to  the  foreman  and 

ask  him  whether  our  demands  be  considered.     (7)  You  come  at 

noon,  please.     (8)  At  stock  taking  time  he  always  come  early  and  stay 

late.     (9)  Young  man,  if  you succeed,  you not  wear  the  face  off  the 

clock.     (10)   If  you  do  not  return  the  proofs  when  you  ,  we  not 

respect  our  contract  with  you.     (ii)  He  told  us  we supply  him  with  copper. 

4.  The  sentences  below  are  numbered  in  correspondence  with  the  synonyms 
listed  under  propriety  above.  Fill  the  blank  spaces  with  the  proper  word  or  words 
from  the  corresponding  group:  (i)  Some  men  do  not  have  the  to  under- 
stand the  routine  of  a  large  concern;  they  lack  the to  concentrate  on  details. 

(2)  When  the  representative  of  the  firm  made  an of  the  truth  of  the  charge, 

he  gained  to  the  office.     (3)  When  a  ball  player  takes  money  for  playing 

he  ceases  to  be  an .  .  .  .     Our  cost  accountant  is  a at  his  business, 

but  he  will  soon  make  a  name  for  himself.     (4)  The  annual  reports  of  the  stationery 

department  vary  in in  proportion  to  the of  paper  required  by  the 

large  factories  of  the  town.     (5)  A  person  whose is  sedentary  should  choose 

a    that  will  give  him  exercise.     (6)  The  housewife  spent  the of  the 

afternoon  in  trying  to  strike  a  in  her  accounts.     (7)  After  the  contractor 

had  made  an of  the  cost  of  erecting  the  building,  he  put  in  a for  the 

contract.     (8)  Lincoln  never  would  take  a in  the  justice  of  whose  case  he 

did  not  believe.  .  .  .     The  motto  of  a  good  mercantile  house  is,  "The 

is  always  right."     (9)  The  middleman  deals  with  ;  the  manufacturer  with 

.     (10)  The  stand  near  the  ferry  picks  up  among  tourists,  but  it 

depends  upon  commuters  for  its .     (11)  The  freight and  the 

on  the  branch  road  are  often  in  the  same  building.  (12)  The of  the  incan- 
descent lamp  is  one  of  the  greatest  events  since  the of  electricity.     (13)  The 

Associated  Artists  made  a of  posters  advertising  the  textile in  Grand 

Central  Palace.     (14)  Our  sales  manager  reports  a  net of  20%  in  the  sale 

of  the  No.  1 1  wheel,  with  a  weekly of  6%  over  the of  the  same  month 

last  year.     (15)  Vans  for  moving  the  household  were  ordered  for  eight  in 

the  morning.  .  .  .  Expended  for and  fixtures,  $1375.92.  (16)  Your  bank- 
book will  be  sufficient  to  establish  your ,  I  think.  ...     If  it  is  not,  the  firm 

will  give  you  a  card  that  will  serve  for .     (17)  When  farmers  sell  products 

directly  by  parcel  post,  they  eliminate  the  .  .  .  .     After  the  fur  sale  the 

competed  for  the  patronage  of  the  department  stores.     (18)  of  the 


20  THE  ENGLISH  OF  COMMERCE 


I 


Sabbath  is  a  Mosaic  law.  .  .  .     Rules  of  conduct  for  the  office  force  were  based  on 

the  manager's of  the  needs  of  the  department.     (19)  The was  made 

up  of  all  the concerned  in  the  business.     (20)  Prices  of  food  at  the  lunch 

counter  were  indicated  by .  .  .  .     The  best  artists  designed for  the 

Liberty  Loan  campaigns.     (21)  The of  wool  is  encouraged  by  a  high  pro- 
tective tariff.  .  .  .    raised  in  war  gardens  does  much  to  reduce  the  family 

expenses.     (22)  The  was  made  that  the  mail  order  department  send  out 

circulars  to  syndicate  stores.  .  .  .     We  have  a in  display  advertising  that 

we  feel  sure  will  be  interesting  to  you.     (23)  When  a  bill  is  paid,  the should 

be  kept  and  carefully  filed.  ...     A  card  catalog  is  a  good  method  of  keeping 

for  cooking.     (24)  The of  a  floor  manager  is  sometimes  lower  than 

the of  a  piece  worker.     (25)  The  town  was  proud  of  its system ;  the 

drains  led  far  out  to  the  meadows,  where  the was  disposed  of  in  beds  exposed 

to  the  air  and  light.     (26)  Our  soldiers  in  France  idealized  the of  Liberty. 

.  .  .    The  rights  of  the  tenant  are  protected  by .     (27)  These  goods  are  of 

exceptional  because  of  their  conservative  style.  .  .  .     Three  generations 

have  built  a  business  of  great .     (28)  The statement  will  be  found 

correct.     (29)  claim  letters  are  received  in  the  adjustment  office.  .  .  .     The 

system  is  in  good  condition.     (30)  The  inventory  is  finished  for 

of  the  stock  room  force  have  been  working  eagerly  for  a  week.     (31)  There 

was  a  sentiment the  employees  that  the  fault  lay the  manager  and 

his  secretary.     (32)  The output  of  the  milling  department  is  higher  than 

that  of  the  grinding  department.     The workmanship  of  the  former  is  excep- 
tionally high.     (33)  The  bungalow the  lake  is  for  sale.    this  we  saw 

several  houses  for  sale  in  town.     (34)  goods  are  really  expensive  because 

they  have  to  be  replaced  or  repaired  sooner  than  goods  of  standard  value.  .  .  . 

The  price  of  these  garments  will  appeal  to  mothers  who  wish  serviceable 

clothing  for  growing  children.     (35)  It  is considered  poor  policy  to  send 

goods  on  approval.  .  .  .     The  right  of  appeal  is granted.     (36)  If  truth  is 

sometimes  stranger  than  fiction,  a thing  may  be  far  from .     (37)  A 

of  cars  were  backed  into  the  yards  and  filled  by squads  of  stevedores. 

(38)  The  report  of  the  phenomenal  sale  of  mousetraps  was  hardly .      Only 

the  very  would  believe  it.  .  .  .    The  manager  made  a  effort  to 

find  the  source  of  this  wild  report.     (39)  It  had  been •  for  so  long  for  the 

watchman  to  be  on  time  that  promptness  became ;  this  is  the  result  of 

continued  action.     (40)  The  extent  of  the  duties  of  the  secretary  was  made . 

The  directions  for  doing  her  work  were .     (41)  Lay  the  letters  on  my  desk 

and  I  will  sign  them  .  .  .  .     Tell  the  floor  manager  that  I  will  be  down 

.     (42)     The  furnished  room  had  been  for  two  weeks.     After  the 

furniture  was  sold,  the  room  was for  another  week.     (43)  The  new  sales 

territory  offered opportunities  for  the  introduction  of  machinery.  .  .  .     The 

agent  used methods  when  he  found  fault  with  his  competitor's  goods.     (44) 

We  will  move  the  aisle  counter back  into  the  waist  department.     The  neces- 
sity for  doing  this  needs  no discussion.     (45)  We  have errors  and 


THE  BUSINESS  WORD  21 

trouble  since  we  installed  the  adding  machine.     (46)  A happy  super- 


intendent has  a effect  on  the  men.  .  .  .     The  firm  provides  means  for 

exercise.     (47)  The  act  of  the  head  of  the  firm  before  he  retired  was  to 

pension  the  old  bookkeeper.  .  .  .     Bring  from  the  files  the inventory  of  the 

grocery  department.     (48)  Closing  the  office  at  four  o'clock  is  to  please 

every  one.     (49)  You  have  sent  us a  statement  of  your  complaint.     Please 

indicate  very  — the  adjustment  that  you  wish  to  have  us  make.     (50)  The 

display  man  has  a  way  of  dressing  the  show  windows.     (51)  We 

received  today notice  of  the  promotion  of  the  assistant  manager.      Until 

that  came,  we  thought  he  was in  giving  directions.     (52)  The  order  went 

out yesterday   that   the   messenger  should   not   go   to  the   bank . 

(53)  Your  plan  for  placing  advertising  copy  sounds  .     You  may  have  a 

month  in  which  to  make  a application  of  it.      (54)  When  the  buyer  has  his 

collection  of lace finished,  it  will  be valuable.     (55)    

yours.  .  .  .    The  third  and  fourth  cars  are  sold  for  $3000  and   $3600  , 

(56)  of  the  paper  is soiled.  .  .  .     Please  spread over  the  pack- 
ages when  you  close  the  office  in  the  afternoon.     (57)  we  were  hauling,  it 

began  to  rain.    it  stopped  we  began  again.     (58)  The agent  of  the 

firm  is  authorized  to  sign  the  contract.  .  .  .     The  manager the  report  of 

the  salesman.     (59)  A  society  a  report  of  its  meeting  and  that  a 

printed  form  of  the  report  is  for  sale.     (60)  The  tariff  law the  manufacture 

of  chemicals  by a  strong  protection  against  foreign  competition.     (61)  No 

one  is to  enter  the  laboratory  unless  the  president  of  the  company 

visitors.     (62)  From*  our  records  it  that  the  linen  department  has  led  in 

the  number  of  sales.     From  this  it likely  that  the  department  is  growing. 

(63)  A  soldier  never with  his  officers.  ...     It  is  useless  to ignorance 

of  the  law  as  an  excuse  for  breaking  it.     (64)  The  buyer for  a  leave  of  ab- 
sence and that  his  case  be  considered  immediately.     (65)  The  letter  carrier 

generally the  mail  to  the  office,  but  sometimes  we  send  the  office  boy  to 

it.     When  he  goes  he the  mail  that  is  ready.     (66)  you  lift 

that  jar?    I  see  your  catalog?     (67)  The  managers  of  department  stores 

the  custom  of  sending  goods  on  approval,  for  the  process the  value 

of  the  goods.     (68)  A  week between  the  publication  of  the  advertisement 

and  the-  first  response.     Then  it  that  the  copy  had  not  been  sufficiently 

definite.     (69)  We the  shipment  of  the  refrigerators  tomorrow.  .  .  .     We 

our  competitor  is  covering  the  same  ground  that  our  agent  covers,  but  we 

that  we  have  the  larger  patronage.     (70)  The  copywriter his  atten- 
tion on  the  cost  of  the  product.  .  .  .     The  dictaphone  seldom  needs  to  be . 

(71)  The  eagle .  .  .  .     The  hawk from  the  eagle.  .  .  .     This  lubri- 
cating oil smoothly,  even  in  January.     (72)  Murderers  are  no  longer 


in  some  states  of  the  Union.      (73)  We the  property  for  $10,000  annually. 

.  .  .     She  has  rooms  to ,  I  think.  ...     I'll some  one  to  do  the  work. 

(74)  Kindly whether  the  wheels  have  been  shipped.     If  they  have  not,  you 

will to  find  the  reason  for  the  delay.     (75)  The  telephone  book on 


22  THE  ENGLISH  OF   COMMERCE 

the  floor.     Please it  on  the  desk,     (76)  When  we the  office  boy  go 

to  the  ball  game,  he his  work, undone.     (77)  The  Liberty was  over- 
subscribed because  many  persons small  sums  to  the  government.     (78)  The 

firm  is  authorized  to business  under  a  new  name  and  is  preparing  to 

terms  of  agreement  with  its  competitors.     (79)  The  efficiency  engineer a 

remedy  for  the  decreased  production.  .  .  .     The  use  of  patent  medicine  advertise- 
ments is in  many  of  the  best  periodicals.     (80)  When  the  furniture  is , 

the  customer  is  required  to  half  of  the  amount  due.     (81)  We  to 

remain  in  business  and  to  succeed.     (82)  Our  representative  who  

at  the  conference  table an  example  in  clear  thinking.     (83)  The  electrician 

in  the  office  for  a  few  minutes  on  his  way  to  the  shop,  where  he for 

the  rest  of  the  day. 

SECTION  4 

Anglo-Saxon. — The  words  of  our  language  are  derived  from 
many  different  sources.  Some,  as  we  have  seen,  come  from  the 
names  of  persons  or  places,  some  from  the  sounds  of  nature  or  the 
character  of  movements,  some  from  the  irregular  combination  of 
one  word  form  with  another,  and  so  forth.  English  is,  moreover, 
the  most  hospitable  of  languages  to  other  tongues.  It  admits  word 
immigrants  freely  and  warmly,  no  matter  what  their  native  land 
may  be.  Sabbath  is  from  the  Hebrew;  shawl,  from  the  Persian; 
chintz,  from  the  Hindoo;  macaroni,  from  the  Italian;  tariff,  from  the 
Arabic;  knout,  from  the  Russian;  lasso,  from  the  Portuguese;  noodle j 
from  the  German;  ski,  from  the  Norwegian;  plaza,  from  the  Span- 
ish; gong,  from  the  Malay;  nankeen,  from  the  Chinese;  sofa,  from  the 
Turkish ;  slaughter,  from  the  Icelandic.  Words  have  come  to  us 
from  all  lands  and  peoples.  By  far  the  largest  number,  however, 
have  come  to  us  from  the  Anglo-Saxon  and  the  Latin. 

Words  of  Anglo-Saxon  origin  are  simple,  short,  direct,  and  vigor- 
ous. They  are  the  names  of  the  things  about  us;  they  connote  the 
dearest  sentiments  and  traditions  of  our  race  and  history;  they  are 
the  words  of  the  heart.  Following  are  a  few  of  the  Anglo-Saxon 
words  that  are  fixed  in  our  daily  vocabulary : 

After,  be,  bed,  bid,  board,  body,  borrow,  box,  break,  bring,  broad,  business, 
buy,  cat,  cheap,  clean,  climb,  clinch,  cloth,  dear,  do,  dog,  draft,  draw,  earn, 
earth,  father,  fetch,  fight,  fireside,  free,  friend,  full,  get,  give,  gold,  good,  great, 
have,  high,  hire,  hold,  home,  house,  husband,  idle,  if,  keep,  knife,  knit,  lade, 
land,   last,   late,   laugh,   law,   lay,   lend,   load,  loan,  long,   look,  low,  mad,    make, 


THE   BUSINESS  WORD  23 

man,  match,  mate,  might,  mother,  new,  old,  pride,  put,  read,  rent,  right,  roof, 
sell,  send,  settle,  sharp,  shelter,  ship,  shop,  short,  silver,  take,  trade,  waist, 
walk,    water,    way,    weight,   wide,    wife,    woman,    word,    work,    write. 

Latin. — ^Words  of  classical — Latin  and  Greek — origin  and  com- 
position give  to  our  language  dignity  and  elegance.  They  also  make 
possible  nice  shadings  of  meaning  and  enable  a  writer  or  speaker  to 
build  words  to  fit  his  ideas.  The  business  writer  should  be  able  to 
blend  the  Anglo-Saxon  and  classical  elements  of  our  language  in  order 
to  secure  the  best  possible  adaptation  of  content  on  a  wide  variety  of 
subjects  to  a  wide  variety  of  readers. 

We  are  under  special  obligation  to  the  Latin.  Though  sometimes 
called  a  dead  language,  it  is  nevertheless  modern  in  many  respects. 
In  the  lists  below  the  Latin  elements  greatly  predominate.  Many 
business  words  in  daily  use  are  derived  from  the  Latin.  At  the  time 
this  book  was  written,  the  following  advertising  words  were  in  wide 
circulation.  They  are  but  a  few  of  the  many  evidences  of  the  fact 
that  Latin  is  a  very  live  language.  The  commodity  advertised  by 
each,  together  with  an  explanation  of  the  original,  is  given  after  each 
word:  Cremo,  cigarette — Latin  for  burn;  lux,  soap  for  washing  deli- 
cate fabrics — Latin  for  light ;  olivilo,  olive  oil — Latin  for  olive  is  oliva 
and  for  oil,  oleum;  pyrex,  a  glass  baking  dish — Greek  for  fire  is  pyr^ 
Latin  for  out  or  from  is  ex ;  rexall,  name  given  to  branded  drugs — 
Latin  for  king  is  rex,  hence,  king  of  all;  sapolio,  soap — Latin  for 
soap  is  sapo,  hence  soap  and  oil  or  oilsoap;  sonora,  an  electrical 
musical  instrument — Latin  for  sound  is  sonorus  ;  resinol,  soap — Latin 
for  resin  is  resina,  hence,  resin  and  oil ;  tarvia,  a  spray  for  automo- 
bile roads — Latin  for  road  is  via,  hence,  tarroad;  vinol,  a  blood  tonic 
— Latin  for  wine  is  vinum,  hence,  wine  and  oil. 

An  addition  made  at  the  beginning  of  a  word,  modifying  its  mean- 
ing, is  called  a  prefix.  An  addition  made  at  the  end  of  a  word, 
modifying  its  meaning,  is  called  a  suffix.  The  central  part  of  a 
word,  or  its  original  part  to  which  prefixes  and  suffixes  are  added,  is 
called  the  root.  In  the  word  construction,  for  instance,  con  is  the 
prefix;  struct  is  the  root;  tion  is  the  suffix.  Struct  is  from  the  Latin 
struo  {structus),  meaning  build;  con  is  a  Latin  prefix  meaning  with 
or  together ;  tion  is  a  Latin  and  French  suffix,  meaning  state  of.  The 
word  construction  therefore  means  "state  of  building  with  or  together." 


24  THE   ENGLISH   OF   COMMERCE 

When  the  root  of  a  word  to  which  a  prefix  is  made  begins  with 
the  letter  that  the  prefix  ends  with,  one  of  the  letters  may  be  dropped, 
or  the  prefix  may  be  otherwise  modified  in  order  to  make  pronuncia- 
tion easier.  The  prefix  sub  may  thus  become  sue  in  success  (sub  and 
cedo),  for  subcess  would  be  an  awkward  combination.  For  the  same 
reason  it  becomes  suf  in  suffer  (sub  and  fero),  sug  in  suggest  {sub  and 
gero),  sup  in  support  {sub  and  porto).  Similarly  the  last  letter  of  the 
root  of  a  word  or  the  first  of  a  sufiix  may  be  dropped  or  modified 
when  they  are  the  same,  as  in  construction  above. 

The  principal  roots  used  in  English  words  are  as  follows.  The 
root  is  in  heavy  type,  its  meaning  is  in  parentheses,  an  illustrative 
word  follows  the  parentheses: 

Roots. — ac  or  ag  (drive),  reaction;  anio  (love),  amiable;  astron  (star), 
astronomy;  capi,  cept  (take),  inception;  ced,  cess  (yield),  concession;  chronos 
(time),  chronic;  die,  diet  (speak),  dictation;  due,  duet  (lead),  conductor;  fae, 
faet  (make),  manufacture;  fer  (bear),  transference;  fid  (trust),  fidelity;  fleet 
(turn),  reflection;  frie  (rub),  friction;  ger  (bear),  belligerent;  gramma  (letter), 
monogram;  grap/i  (write),  biography;  /lucfor  (water),  hydrant;  grai;  (heavy), 
gravity;  impera  (rule),  emperor;  jaei^jeet  (throw),  reject;  logos  (word),  logical; 
magno  (great),  magnitude;  mane  (remain),  permanent;  metron  (measure), 
thermometer;  mitt,  miss  (send),  admittance;  mov  (move),  removal;  pell,  puis 
(beat),  repelling;  phonos  (sound),  euphony;  polis  (city),  Indianapolis;  rapi^rupt 
(destroy),  interrupt;  sei  (know),  science;  serib,  seript  (write),  inscription; 
sequ  (follow),  consequence;  serva  (save),  conservative;  sta  (stand),  restoration; 
struet  (built),  construction;  sponde  (promise),  correspondence;  tend  (stretch), 
superintendence;  trah,  traet  (draw),  subtraction;  veni,  vent  (come),  conven- 
tion; vert  (turn),  convert;  viv  (live),  revive;  voea  (call),  invoke. 

Following  are  the  principal  prefixes  and  sufiixes  used  in  the  com- 
position of  English  words.  As  in  the  case  of  the  roots  above,  most 
of  these  are  Latin  also.  The  prefixes  and  suffixes  are  in  heavy  type, 
their  meanings  are  placed  in  parentheses,  illustrative  words  follow: 

Prefixes. — a,  ah,  ahs,  an  (from,  away,  without),  abduct,  abhor,  ab- 
solve, abstract,  anarchist;  ad,  a,  ae,  af,  ag,  al,  an,  ap,  ar,  as,  at — the  last 
letter  often  changed  into  first  letter  of  root  to  which  prefixed — (to,  toward), 
accord,  affix,  aggregate,  allude,  annex,  append,  assist,  attract;  ante  (before) 
antecedent,  antechamber;  anti  (against),  antidote,  antarctic,  antipathy;  be 
(by,  near),  bedeck,  before,  beset,  beside;  bi,  bis  (two,  twice),  bivalve,  bisect, 


THE  BUSINESS  WORD  25 

bicycle;  centum  (hundred),  cent,  century,  centennial;  circum,  cira  (about, 
around),  circumference,  circuit;  con,  co,  cog,  col,  com,  cor  (with,  together 
with — used  sometimes  to  intensify),  cognomen,  cohere,  consume,  collect,  com- 
merce, correspond;  contra,  counter  (against),  contraband,  contradict,  counter- 
feit, contrary;  de  (of,  from,  down,  out,  away),  decay,  defeat,  defend,  degrade; 
decern  (ten),  December,  decimal,  decimeter;  dia,  di  (through,  across),  dialog, 
diaphragm,  diameter,  diocese;  dis,  di,  dif  (apart,  opposite),  differ,  dispel, 
displeasure,  displease,  divert,  divide;  dis,  di  (twice,  two),  dissyllable,  dilemma, 
diphthong;  duo  (two),  dual,  duplex,  duplicate;  ex,  e,  ec,  ef  (out  of,  from, 
away,  beyond),  excess,  eject,  eccentric,  effort;  extra  (outside  of,  over),  extraor- 
dinary, extravagant;  fore,  for  (for,  before),  forward,  forefront,  forgive,  forearm; 
in,  il,  im,  ir,  also  un,  en  (in,  into;  not),  include,  illuminate,  imbibe,  irrigate, 
inactive,  illegal,  unable,  encounter;  inter,  intra  (among,  within,  between, 
together),  intercede,  intermission,  introduce;  mille  (thousand),  million,  mil- 
lennium, millimeter;  mis  (wrong),  mistake,  misadventure;  mono  (single), 
monogram,  monosyllable,  monopoly,  monotony;  non  (not),  nonsense,  non- 
descript, nonentity;  ob,  o,  oc,  of,  op  (in  the  way,  against),  object,  occur, 
offend,  oppose;  octo  (eight),  octave,  October;  per  (through,  by  means  of),  per- 
spire, permission;  poly  (many),  polygon,  polysyllable;  post  (behind,  after), 
postpone,  postscript;  pre  (before),  prefix,  prepay,  precise,  preface;  prima 
(first),  prime,  primary,  primer;  pro  (for,  before,  forward),  pronoun,  produce, 
procure,  protect;  quattuor,  qua  (four),  quarto,  quart,  quadrille,  quadruped; 
quinque  (five),  quintuple,  quintessence;  re,  retro  (back,  again),  recede, 
repeat,  retrograde,  retrospect;  se  (apart,  away,  aside),  secede,  separate;  secun- 
dus  (second),  second,  secondary;  seme,  hemi  (half),  semicolon,  semicircle, 
hemisphere;  sex  (six),  sextuple,  sextette;  sub,  sue,  suf,  sug,  sum,  sup,  sus 
(under,  beneath,  near),  submarine,  succeed,  suffix,  suggest,  summon,  suppress, 
sustain;  subter  (same  as  sub,  under),  subterfuge;  super,  sur  (over,  above), 
superfine,  superfluous,  supernatural,  survive,  survey;  syn,  sy,  syl,  sym  (with, 
together),  syndicate,  synonym,  system,  syllable,  sympathy;  tele  (far),  tele- 
scope, telepathy;  trans,  tran,  tra  (beyond,  across),  transfer,  transcend,  traffic; 
tres,  tre,  tri  (three,  thrice),  trefoil,  treble,  triangle,  trifle,  trio,  tripod,  trinity; 
ultra  (superior,  beyond),  ultra-marine,  ultra-fashionable;  unus  (one),  uni- 
verse, uniform,  union,  unique;  up  (upward,  above),  uphold,  upshot,  uprising. 

Suffixes.* — able,  ible,  ble.  He  (that  may  be,  capable,  fit),  movable, 
possible,  soluble,  docile;  acy  (quality  of  being),  piracy,  privacy;  age  (act  of, 
condition  of),  marriage,  carriage,  dotage;   al,  eal,  ial  (relating  to),  legal,  prac- 

*  The  common  suffixes  ed  and  ing,  used  respectively  for  the  formation  of  the  past  tense  and 
the  past  participle  of  verbs,  are  not  included  in  the  list  for  the  reason  that  they  are  suffixes  of  inflec- 
tion rather  than  of  meaning. 


26  THE  ENGLISH   OF   COMMERCE 

tical,  lineal,  serial;  an  (one  who,  relating  to),  artisan,  civilian,  captain,  Lu- 
theran; ance,  ence,  ancy,  ency  (condition  of,  quality  of),  attendance,  pru- 
dence, brilliancy,  despondency;  ant,  ent  (one  who),  tenant,  student;  ary,  ory 
(relating  to),  sedentary,  preparatory;  ate,  ite  (one  who),  delegate,  favorite; 
cle,  cule,  ule  (little),  particle,  molecule,  ferule;  er,  ar,  ee,  eer,  ier,  or,  tor 
(one  who,  agent),  gainer,  actor,  registrar,  defender,  auctioneer,  cashier,  em- 
ployee, circular,  popular;  ess,  trix,  ine,  a  (feminine),  hostess,  executrix, 
heroine,  sultana;  ful  (having  quality  of),  successful,  cheerful;  fy  (to  make), 
fortify,  magnify,  glorify;  gram,  graph  (writing),  telegram,  telegraph,  mono- 
gram; ic  (like),  graphic,  comic,  civic;  ise,  ize  (to  perform,  to  render),  criticize, 
fertiUze,  advertise;  ion,  sion,  tion  (act  of,  state  of  being),  evasion,  confusion, 
attention;  ity,  ty  (state  of  being),  security,  divinity,  liberty;  ist  (one  who), 
organist,  tjrpist;  ive  (having  the  power  of),  responsive,  comprehensive,  sensi- 
tive; let  (Httle),  booklet,  leaflet;  ly  (like),  kingly,  lovely,  fearfully;  ment 
(state  of  being,  that  which),  sentiment,  armament,  battlement,  commandment; 
ness  (quality  of  being),  goodness,  meanness;  phon  (tone  or  sound),  telephone, 
dictaphone,  megaphone;  tious,  ous,  ious,  uous  (full  of),  ambitious,  leprous, 
arduous;  tude,  itude  (condition  of),  servitude,  magnitude,  longitude,  latitude; 
ure,  eur  (act  of),  departure,  tenure,  grandeur;  ward  (direction  toward),  east- 
ward, backward. 

PROBLEMS 

1.  Express  the  following  advertising  phrases  as  far  as  possible  in  simple  Anglo- 
Saxon  words.     Tell  what  is  gained  by  the  change: 

— An  automobile  of  superior  excellence. 

— Furniture  for  comfort  and  for  luxury. 

— Inexpensive,  exquisite,  modish. 

— Supremely  elegant — elegantly  supreme. 

— Located  amidst  vistas  and  scenic  splendors. 

— Dulcet  harmonies  In  suburban  residences. 

— Seductive  avenues  of  fantastic  novelties. 

— Apartments  luxuriously  appointed  and  superintended. 

— Attractive  exhibit  of  Parisian  Innovations. 

— Grandeur  unprecedented  In  the  annals  of  merchandising. 

2.  From  your,  study  of  word  formations,  explain  the  composition  of  each  of  the 
following  words — prefix,  root,  suffix — and  give  the  exact  meaning  of  each:  absence, 
accommodate,  accountant,  accountancy,  accumulate,  accuracy,  addition,  adjust, 
administratrix,  admittance,  advertise,  annual,  applicant,  appraisal,  assessment, 
assignee,  assistance,  attachment,  at  tude,  article,  business,  cablegram,  capital- 
ist, circuit,  circumstance,  collateral,  committee,  commission,  concern,  conducive, 


THE   BUSINESS  WORD  27 

conference,  contribute,  controversy,  convertible,  counterfeit,  countersign,  currency, 
custodian,  decline,-  decrease,  deduct,  delegate,  deliver,  demand,  demurrage, 
director,  disbursement,  duplicate,  election,  enclosure,  executive,  exempt,  extraor- 
dinary, extravagant,  final,  forward,  graphophone,  guaranty,  incorporate,  incum- 
bent, indenture,  inspector,  introduction,  jurisdiction,  legacy,  legatee,  liability, 
librarian,  machinist,  mercantile,  million,  miscellaneous,  monopoly,  mortgage, 
negotiable,  obstruct,  occupy,  opportunity,  perjury,  personal,  pharmacy,  post- 
pone, preamble,  precaution,  procedure,  proceed,  progressive,  promote,  provide, 
receipt,  recommend,  referee,  reimburse,  resourceful,  retain,  rival,  salable, 
salvage,  satisfy,  selection,  secondary,  security,  solvent,  statistician,  submit,  suc- 
cess, superintendent,  superscribe,  syndicate,  synopsis,  temporary,  total,  traffic, 
transaction,  transferable,  transport,  triplicate,   unite,   upright,  wharfage. 


SECTION  5 

Name  Words. — A  word  that  names  a  person,  a  place,  or  a  thing 
is  called  a  noun.  A  proper  noun  names  some  particular  person, 
place,  or  thing,  as  William  L.  Douglas,  Dayton,  The  English  of  Com- 
merce. A  COMMON  NOUN  names  a  class,  as  man,  city,  book.  A  col- 
lective NOUN  names  a  group  or  collection,  as  crowd,  army,  flock. 
An  ABSTRACT  NOUN  names  a  condition,  a  quality,  a  feeling,  a  trait,  or 
a  general  idea,  as  system,  organization,  honesty,  policy,  patriotism^ 
roughness. 

A  name  word  or  noun  is  sometimes  indicated  by  a  substitute 
called  a  pronoun.  If  this  substitute  refers  to  a  person,  it  is  called 
a  PERSONAL  PRONOUN,  as  /,  he,  she,  it,  they,  we,  you.  If  it  points  out 
a  relation  between  a  person,  a  place,  or  a  thing,  and  some  other  per- 
son, place,  or  thing,  it  is  called  a  relative  pronoun,  as  who,  which, 
{what),  that.  If  it  asks  a  question  it  is  called  an  interrogative  pro- 
noun, as  who,  which,  what.  If  it  is  used  to  point  out  as  well  as  to 
refer  to  some  person,  place,  or  thing,  it  is  called  a  demonstrative 
pronoun,  as  this,  that,  these,  those,  all,  another,  any,  both,  each,  either, 
every,  many,  most,  neither,  none,  one,  other,  several,  some,  such. 

Name  words  that  indicate  one  are  said  to  be  in  singular  num- 
ber; that  indicate  more  than  one,  plural  number. 

I.  The  plural  of  a  noun  is  formed  by  adding  s  to  the  singular.  If,  however, 
a  noun  ends  in  the  sound  of  s  {ch,  sh,  s,  x,  z),  the  plural  is  formed  by  adding 
es:  books,  speeches,  churches,  guesses. 


28  THE  ENGLISH  OF  COMMERCE 

This  rule  applies  also  to  the  formation  of  the  third  person  singular,  present 
indicative  of  verbs:  he  buys,  she  rushes, 

2.  The  plural  of  nouns  ending  in  y  preceded  by  a  consonant  and  of  nouns 
ending  in  quy  is  formed  by  changing  the  y  to  i  and  adding  es :  quantities, 
salaries,  soliloquies. 

Note  that  words  in  which  final  y  is  preceded  by  a  vowel  usually  form  their 
plurals  regularly:  alloys,  journeys,  pulleys,  turkeys,  monkeys,  moneys  (the 
irregular  plural  monies  is  occasionally  used  in  the  sense  of  sums  of  money). 

This  rule  appUes  also  to  the  formation  of  the  third  singular,  present  indica- 
tive of  verbs:   he  supplies,  she  journeys. 

3.  The  plural  of  nouns  ending  in  0  preceded  by  a  vowel  is  formed  by  add- 
ing s ;  preceded  by  a  consonant,  by  adding  es  :  cameos,  cargoes,  echoes, 
embargoes,  folios,  mosquitoes,  mulattoes,  oratorios,  potatoes,  tomatoes, 
torpedoes,  vetoes,  volcanoes. 

These  exceptions  to  the  final  0  rule  should  be  noted:  autos,  cantos, 
halos,  lassos,  octavos,  pianos,  provisos,  quartos,  solos,  sopranos. 

Two  words  ending  in  0  that  form  their  plurals  in  both  ways:  buffalos, 
buffaloes;  mottos,  mottoes. 

This  rule  applies  also  to  the  formation  of  the  third  singular,  present  indica- 
tive of  verbs:   it  echoes,  he  vetoes. 

4.  The  plural  of  many  nouns  ending  in  /  or  fe  is  formed  by  changing  the 
/  or  fe  to  ves :  beeves,  calves,  elves,  halves,  knives,  leaves,  lives,  loaves, 
sheaves,  staves  (meaning  sticks),  thieves,  wharves  (also  wharfs),  wives, 
wolves. 

Exceptions  to  the/,  fe  rule:  beliefs,  cliffs,  dwarfs,  griefs,  handkerchiefs, 
hoofs,  reefs,  roofs,  scarfs,  staffs  (meaning  oflBicers),  turfsy  waifs. 

5.  The  plural  of  compound  words  that  are  not  hyphenated  is  formed  by 
adding  s  to  the  singular,  but  the  plural  of  compound  words  written  with  a 
hyphen  is  usually  formed  by  adding  s  to  the  principal  part  of  the  compound: 
aides-de-camp,  billets-doux,  commanders-in-chief,  courtyards,  cupfuls, 
fathers-in-law,  handfuls,  major-generals,  manholes,  men-of-war,  mouth- 
fuls,  poets-laureate,  spoonfuls.  In  some  compound  words  both  parts  are 
pluralized:  men-servants,  women-servants, 

6.  The  plural  of  certain  nouns  is  formed  by  an  internal  or  other  irregular 
change:  child,  children;  foot,  feet;  goose,  geese;  louse,  lice;  man,  men; 
mouse,  mice;  ox,  oxen;  tooth,  teeth;  woman,  women. 


THE  BUSINESS  WORD  29 

7.  Certain  foreign  nouns  retain  their  foreign  plurals:  alumna,  alumnce; 
alumnus,  alumni;  analysis,  analyses;  axis,  axes;  antithesis,  antitheses; 
bacterium,  bacteria;  basis,  bases;  beau,  beaux;  crisis,  crises;  criterion, 
criteria;  curriculum,  curricula;  chateau,  chateaux;  datum,  data;  focus, 
foci;  maximum,  maxima;  minimum,  minima;  oasis,  oases;  parenthesis, 
parentheses;  phenomenon,  phenomena;  radius,  radii;  stadium,  stadia; 
stratum,  strata;  synopsis,  synopses;  tableau,  tableaux;  terminus,  ter^ 
mini;  thesis,  theses;  ultimatum,  ultimata;  vertebra,  vertebras. 

8.  Certain  foreign  nouns  have  two  plural  forms:  appendix,  appendices  or 
appendixes;  cherub,  cherubs  or  cherubim;  formula,  formulce  or  formulas; 
genus,  genera  or  genuses;    memorandum,  memoranda  or  memorandums, 

9.  Certain  nouns  have  two  plurals  of  different  meanings:  brother, 
brothers  (in  family),  brethren  (in  church  or  in  society);  cloth,  cloths 
(varieties  of  cloth),  clothes  (garments);  die,  dice  (used  in  games  of  chance), 
dies  (implements  for  stamping  or  for  making  screws;  the  cubical  parts  of 
pedestals;  index,  indexes  (referring  to  books),  indices  (referring  to  mathe- 
matics); penny y  pennies  (coins,  severally),  pence  (amount  reckoned  by  coins); 
peaf  peas  (a  definite  number  of  seeds  of  the  pea-plant),  pease  (peas  spoken 
of  collectively  or  in  bulk). 

10.  Here  are  certain  other  irregularities  in  the  formation  of  the  plural  of 
nouns:  (i)  One  form  for  both  singular  and  plural;  cannon  (also  cannons), 
deer,  fish  (also  fishes),  salmon,  swine,  trout,  (2)  Certain  nouns  used  in 
the  singtdar  only,  though  plural  in  form:  news,  civics,  mathematics,  politics, 
measles,  mumps,  alms.  (3)  Certain  nouns  used  in  the  plural  only:  ashes, 
goods,  oats,  thanks,  tongs,  trousers,  scissors,  spectacles,  wages. 

11.  The  plural  of  letters,  figures,  signs,  and  of  words  mentioned  without 
regard  to  their  meaning  is  formed  by  adding  '5;  3*s,  4*s;  s*s,  a*s;  H's;  don^t's. 
But  observe  the  following  plurals:  Carolinasy  Dakotas^  Johns^  twelves.  (See 
also  page  41).' 

12.  The  plural  of  proper  names  is  formed  regularly:  Johns,  Toms,  Marys 
(or  Maries),  Alices,  Smiths,  Joneses.  But  when  the  name  is  preceded  by 
a  title  the  formation  of  the  plural  varies;  note.  The  Misses  Smith  or  The 
Miss  Smiths  or  Misses  Alice  and  Sara  Smith;  The  Messrs.  Jones  or  Messrs. 
Thomas  and  Harry  Jones. 

Name  words  that  denote  male  sex  are  said  to  be  m  masculine 
gender;  that  denote  female  sex,  feminine  gender;  that  denote 
either  sex,  common  gender;  that  do  not  denote  sex,  neuter  gender. 


30 


THE  ENGLISH   OF   COMMERCE 


Difference  in  gender  is  sometimes  indicated  by  the  use  of  different 
words;  man,  woman;  beau,  belle;  buck,  doe;  colt,  filly;  drake,  duck; 
gander,  goose  ;  lad,  lass  ;  lord,  lady  ;  sir,  madam  ;  stag,  hind  ;  swain,  lass  ; 
wizard,  witch.  It  is  sometimes  indicated  by  means  of  a  prefix:  man- 
servant, maid-servant ;  son-in-law,  daughter-in-law.  In  many  cases  it 
is  indicated  by  means  of  a  suffix:  abbot,  abbess ;  actor,  actress ;  admin- 
istrator, administratrix;  baron,  baroness  ;  benefactor,  benefactress  ;  count, 
countess;  czar,  czarina;  deacon,  deaconess;  duke,  duchess;  emperor, 
empress;  enchanter,  enchantress ;  executor,  executrix;  god,  goddess; 
hero,  heroine;  host,  hostess ;  lion,  lioness ;  murderer,  murderess ;  negro, 
negress ;  patron,  patroness;  waiter,  waitress. 

Name  words  that  indicate  the  speaker  are  said  to  be  in  first 
person;  that  indicate  person  spoken  to,  second  person;  that  indi- 
cate person,  place,  or  thing  spoken  about,  third  person. 

A  name  word  used  as  subject  of  a  sentence  is  said  to  be  in  the 
nominative  case;  as  object  of  a  verb,  objective  case;  as  modifier 
denoting  possession,  possessive  case.  All  number,  gender,  person, 
and  case  forms  of  the  personal  pronouns  are  here  given: 


First  Person 

NOMINATIVE   CASE: 

I 

POSSESSIVE  case: 

f  my 
\  mine 

OBJECTIVE   case: 

me 

First  Person 

NOMINATIVE   CASE: 

we 

possessive  case: 

J  our 
\  ours 

OBJECTIVE   case: 

us 

Singular 

Second  Person 
you        thou 

f  your    r  thy 
\  yours  \  thine 

you       thee 

Plural 

Second  Person 
you 

your 
yours 

you 


Third  Person 
he       she      it 


his 


f  her 


Its 


\  hers 
him      her 

Third  Person 
they 

r  their 
\  theirs 

them 


It 


The  case  forms  of  the  relative  pronoun  who  are  nominative, 
who;  possessive,  whose;  objective,  whom.  Whose  is  sometimes, 
though  rarely,  used  as  the  possessive  of  which.  Other  pronouns  are 
not  inflected. 

Rules  for  the  formation  of  the  possessive  case  are  given  below: 
I.  The  possessive  of  singular  nouns  is  formed  by  adding  the  apostrophe 
and  s*    This  is  pronounced  as  an  extra  syllable  in  the  case  of  nouns  ending 


THE   BUSINESS  WORD  3I 

in   5  or   a  similar  sound:    John's,  bachelor's,  abbess's,  princess's,  Jones's, 
George's,  prince's,  wizard's. 

2.  The  possessive  of  singular  nouns  ending  in  s,  sh,  ck,  Xj  z,  may  some- 
times be  formed  by  adding  the  apostrophe  only,  in  order  to  avoid  awk- 
ward pronunciation:  Jones's  canned  goods,  better  Jones*  canned  goods; 
Burns's  ointment,  better  Burns*  ointment;  Heinz's  pickles,  better  Hein:^ 
pickles. 

It  is  better  to  form  the  possessive  of  the  following  expressions  by  the  use 
of  the  apostrophe  sign  only:  For  Jesus*  sake,  for  goodness*  sake,  for 
righteousness*  sake,  for  conscience'  sake. 

3.  The  possessive  of  plural  nouns  ending  in  5  is  formed  by  adding  the 
apostrophe  only:  the  boys'  coats,  the  girls*  hats,  the  shoppers*  bundles,  the 
workers'  hours. 

4.  The  possessive  of  plural  nouns  not  ending  in  s  is  formed  by  adding  the 
apostrophe  and  s,  as  in  the  case  of  singular  nouns:  men's,  women's,  c/ii/- 
dren's,  people's. 

5.  The  sign  of  possession  in  compound  nouns  is  placed  at  the  end.  The 
sign  of  possession,  in  other  words,  usually  comes  as  near  as  possible  to  the 
thing  possessed:  Mother-in-law's  house,  son-in-law's  money,  major- 
general's  command.  In  case  the  compound  word  is  both  plural  and  pos- 
sessive the  rule  for  both  formations  must  be  followed:  Sisters-in-law's 
estates, 

6.  The  sign  of  possession  in  a  series  of  names  is  placed  on  the  last  word  in 
the  series:  Alice,  Jenny,  and  Martha's  coats;  Tom,  Dick,  and  Harry's 
tricks;  Canby  and  Opdycke's  ** Good  English."  But  if  these  statements  are 
reversed,  then  the  ^s  is  used  after  each  name,  thus:  This  hat  is  either 
John's  or  Harry's.  ...    TTiese  books  are  John^s  and  Harry's. 

7.  Nouns  in  apposition  have  the  sign  of  possession  on  the  last  only:  My 
brother  Jim's  excuse;    Tom,  the  carpenter's,  plans. 

8.  The  possessive  case  of  pronouns  is  formed  without  the  use  of  the  apos- 
trophe: his,  hers,  its,  yours,  theirs,  whose.  (See  page  30.)  One,  used  as 
a  pronoim,  forms  its  possessive  in  the  regular  way:  one's, 

9.  The  sign  of  possession  should  be  used  only  with  nouns  that  indicate 
living  beings  or  those  inanimate  things  that  are  customarily  personified. 
With  names   of  most   inanimate  objects  of  is  used  to  denote  possession, 


32  THE  ENGLISH  OF  COMMERCE 

thus:    The  leg  of  the  chair,  not   The  chair's  leg.     But  the  ship's  deck  is 

permissible  because  ship  is  usually  personified  and  spoken  of  as  she. 

Of  may  be  used  to  avoid  a  succession  of  hissing  sounds  (see  Rule  2  above), 
as:    The  products  of  Heinz.  .  .  .  The  services  of  Strauss. 

10.  The  possessive  is  frequently  used  before  a  noun  that  is  understood: 
My  mark  and  that  girl's  are  the  same.  The  's  is  used  after  girl's  because 
mark  is  understood. 

11.  In  certain  idiomatic  phrases  both  the  apostrophe  and  the  word  of  are 
used  to  indicate  possession.  He  brought  me  that  old  shawl  of  his  mother's, 
•  •  .  /  shall  wear  that  hat  of  John's. 

12.  The  sign  of  possession  is  usually  placed  on  nouns  preceding  gerunds; 
thus:  /  believe  in  a  boy's  beginning  work  early.     (See  page  80.) 

13.  The  possessive  of  somebody,  nobody,  and  similar  words  is  properly 
formed  by  placing  the  apostrophe  and  j  at  the  end  of  the  word:  somebody's, 
nobody's,  etc.  When  else  is  combined  with  such  a  word,  as  a  modifier  of 
another,  the  best  usage  foUows  the  rule  of  possessive  formation;  that  is,  the 
sign  of  possession  is  placed  as  closely  as  possible  to  the  thing  possessed: 
Somebody  else's  overcoat.  This  form  is  allowable  but  not  preferable:  The 
overcoat  is  somebody's  else. 

Picture  Words. — A  word  that  pictures  or  points  out  something 
in  regard  to  a  name  word  is  called  an  adjective.  Adjectives  that 
describe  only  are  called  descriptive  adjectives,  as  vigorous,  beau- 
tiful, active,  weak.  Adjectives  that  point  out  or  limit  are  called  lim- 
iting adjectives,  as  same,  former^  latter,  few,  some.  Demonstrative 
pronouns  may  be  pure  adjectives  when  they  limit  the  meaning  of  a 
name  word  or  its  substitute.  The  limiting  adjectives  a  and  an  are 
sometimes  called  the  indefinite  articles  ;  the,  the  definite  article. 
Picture  words  may  be  derived  from  common  name  words,  as  a  manly 
chap,  a  businesslike  manner;  they  may  be  derived  from  proper  name 
words,  as  an  English  product,  a  French  delicacy.  Picture  words  may 
be  used  to  denote  three  degrees  of  comparison — positive,  compara- 
tive, SUPERLATIVE.  The  Comparative  and  the  superlative  of  short 
adjectives  are  formed  respectively  by  adding  er  and  est  to  the  posi- 
tive. The  comparative  and  the  superlative  of  long  adjectives  are 
formed  respectively  by  preceding  the  positive  with  more  and  most. 


THE   BUSINESS  WORD 


33 


The  table  below  shows  the  comparison  of  some  irregular  adjectives 
and  adverbs  (see  page  35) : 


in 

late 

little 
many 
much 
near 

nigh 
old 
out 
up 


COMPARATIVE 


farther 
former 

further 
better 

hinder 


r  later 
\  latter 


more 

nearer 

nigher 

f  older 
\  elder 
j  outer 
\  utter 

upper 


SUPERLATIVE 

worst 

farthest 

{foremost 
first 

furthest 
best 
J  hindmost 
\  hindermost 

{inmost 
innermost 
f  latest 
\  last 
least 

most 

nearest 
j  nighest 
\  next 
J  oldest 
\  eldest 

{outmost  or  outermost 
utmost  or  uttermost 
J  upmost 
\  uppermost 


Motion  Words. — A  word  that  denotes  action  or  motion  is  called 
a  VERB.  Verbs  to  which  ed  is  added  in  order  to  indicate  past  tense 
are  called  regular  or  weak  verbs,  as  worked,  talked.  Verbs  that 
undergo  an  internal  change  in  order  to  indicate  past  tense  are  called 
irregular  or  strong  verbs,  as  bought,  broke.  A  list  of  irregular 
verbs  is  given  below.  Auxiliary  verbs  are  helping  verbs,  that  is, 
they  assist  in  making  a  verb  phrase  indicate  definite  time.  The 
auxiliaries  are:  be,  am,  are,  is,  was,  were,  shall,  should,  will,  would, 
may,  must,  can,  could,  have,  had,  has,  been.  Remember  that  auxiliaries 
are  never  used  with  the  past  tense  of  a  verb  (the  second  and  fifth 


34 


THE  ENGLISH  OF   COMMERCE 


columns  in  the  list  below)  and  that  they  are  nearly  always  used  with 
the  past  participle   (the  third  and  sixth  columns  in  the  list  below) : 


PAST 

PAST 

PRESENT 

PAST 

PARTICIPLE 

PRESENT 

PAST 

PARTICIPLE 

awake 

awoke 

awaked 

grow 

grew 

grown 

be 

was 

been 

hang 

hung 

hung 

bear 

bare  (bore) 

born  (borne) 

hanged 

hanged 

beat 

beat 

beaten 

(a  person] 

(a  person) 

become 

became 

become 

hear 

heard 

heard 

begin 

began 

begun 

hit 

hit 

hit 

bend 

bent 

bent 

hurt 

hurt 

hurt 

beseech 

besought 

besought 

knit 

knit  (knitted)  knit 

bid 

bade 

bidden 

lay 

laid 

laid 

bid 

bid 

bid 

lead 

led 

led 

bite 

bit 

bitten 

leap 

leaped 

leaped 

blow 

blew 

blown 

learn 

learned 

learned 

break 

broke 

broken 

let 

let 

let 

bring 

brought 

brought 

lie 

lay 

lain 

burst 

burst 

burst 

lie 

lied 

lied 

buy 

bought 

bought 

loose 

loosed 

loosed 

choose 

chose 

chosen 

lose 

lost 

lost 

climb 

climbed 

climbed 

pay 

paid 

paid 

cling 

clung 

clung 

plead 

pleaded 

pleaded 

come 

came 

come 

prove 

proved 

proved 

cost 

cost 

cost 

put 

put 

put 

dive 

dived  (dove 

)  dived 

raise 

raised 

raised 

do 

did 

done 

rid 

rid 

rid 

draw 

drew 

drawn 

ride 

rode 

ridden 

drink 

drank 

drunk 

ring 

rang 

rung 

drive 

drove 

driven 

rise 

rose 

risen 

drown 

drowned 

drowned 

run 

ran 

run 

eat 

ate 

eaten 

see 

saw 

seen 

fight 

fought 

fought 

set 

set 

set 

flee 

fled 

fled 

shake 

shook 

shaken 

fling 

flung 

flung 

shine 

shone 

shone 

flow 

flowed 

flowed 

shoe 

shod 

shod  or  shodden 

fly 

flew 

flown 

shrink 

shrank 

shrunk 

forbid 

forbade 

forbidden 

shut 

shut 

shut 

forget 

forgot 

forgotten 

sing 

sang 

sung 

freeze 

froze 

frozen 

sink 

sank 

sunk 

get 

got 

got 

sit 

sat 

sat 

give 

gave 

given 

slay 

slew 

slain 

go 

went 

gone 

sneak 

sneaked 

sneaked 

THE   BUSINESS   WORD 


35 


PAST 

PAST 

PRESENT 

PAST 

PARTICIPLE 

PRESENT 

PAST 

PARTICIPLE 

speak 

spoke 

spoken 

take 

took 

taken 

spit 

spat 

spit 

teach 

taught 

taught 

spring 

sprang 

sprung 

tear 

tore 

torn 

stay 

stayed  (staid)  stayed  (staid) 

think 

thought 

thought 

steal 

stole 

stolen 

throw 

threw 

thrown 

stop 

stopped 

stopped 

wake 

woke  (waked)  waked 

string 

strung 

strung 

wear 

wore 

worn 

strive 

strove 

striven 

weep 

wept 

wept 

swear 

swore 

sworn 

wet 

wet 

wet 

swim 

swam 

swum 

wring 

wrung 

wrung 

swing 

swung 

swung 

write 

wrote 

written 

Explanatory  Words. — A  word  that  explains  a  motion  word,  a 
picture  word,  or  an  explanatory  word  itself,  is  called  an  adverb.  It 
may  be  a  simple  adverb,  as  hurriedly,  cleverly.  It  may  be  a  phrasal 
or  COMPOUND  ADVERB,  as  tiowodays,  arm  in  arntj  now  and  again. 
Adverbs  may  explain  time,  as  now,  then,  soon,  never,  forever ;  place, 
as  here,  there,  everywhere,  thence;  degree,  as  so,  too,  nearly,  almost, 
quite,  somewhat;  reason,  as  therefore,  consequently,  purposely,  where- 
fore; manner,  as  busily,  anxiously,  cleverly.  They  may  denote  nega- 
tion, as  no,  not,  or  affirmation,  as  yes,  yea,  certainly,  probably,  assur- 
edly, doubtless,  indeed,  perhaps.  Adverbs  are  compared  as  adjectives 
are.  Some  of  the  words  compared  on  page  33  are  frequently  used 
as  adverbs. 

Connecting  Words. — A  word  that  connects  words,  phrases,  or 
clauses  is  called  a  conjunction.  If  it  connects  words,  phrases,  and 
clauses  of  equal  rank,  it  is  called  a  co-ordinate  conjunction,  as 
and,  but,  either-or,  neither-nor,  not  only-but  also.  The  last  three  are 
usually  used  in  pairs  and  are  called  correlatives.  If  it  connects 
word  groups  of  unequal  rank,  it  is  called  a  subordinate  conjunc- 
tion, as  if,  because,  since,  as,  then,  though,  unless,  while,  when,  where. 
Two  or  more  words  used  for  the  purpose  of  connection  are  called  a 
conjunctional  phrase,  as  in  order  that,  as  soon  as.     (See  page  60.) 

If,  in  addition  to  establishing  some  connection,  a  word  points  out 
relationship  between  a  word  preceding  and  a  word  following,  it  is 
called  a  preposition.  The  simple  preposition  consists  of  but  a 
single  word,  as  after,  at,  against,  by,  for,  from,  in,  of,  on,  over,  through. 


36  THE  ENGLISH  OF  COMMERCE 

to,  under,  with;  the  compound  preposition  consists  of  two  or  more 
words  used  as  one  or  derived  from  other  speech  forms,  as  across, 
covering,  into,  notwithstanding,  underneath,  without;  the  phrasal  prep- 
osition consists  of  two  or  more  words  used  for  the  purpose  of  indicat- 
ing one  relation,  as  because  of,  for  the  sake  of,  in  spite  of,  instead  of, 
on  account  of,  out  of. 

Emotion  Words. — A  word  that  is  used  to  denote  strong  feeling 
is  called  an  interjection.  It  may  be  a  single  word,  as  Alas  !  Ugh  I 
Hurrah  !    It  may  consist  of  a  phrase,  as  0  dear  I  At  last !  Dear  me  1 


PROBLEMS 

1.  Explain  what  is  wrong  with  the  following  verb  forms  and  correct  them:  I 
have  saw;  you  have  did;  he  has  sang;  I  have  drank;  you  have  went;  he  has  ran; 
they  are  came;  it  has  been  broke;  the  sun  has  rose;  she  is  laying  down;  he  sets 
in  the  corner;  they  have  took  their  bundles. 

2.  Write  and  explain  the  plurals  of  the  following :  lily,  pulley,  enemy,  buoy,  ferry, 
Miss  Brady,  Bill,  chimney,  doily,  fairy,  motto,  canary,  trout,  sheep,  scarf,  solo, 
domino,  echo,  piano,  auto,  Hawkins,  elf,  calf,  ellipsis,  momentum,  oasis. 

3.  Write  and  explain  the  possessive  singular  of  the  following:  witness;  mother-in- 
law;  merchant;  Hawkins;  the  Empress  of  India;  James  Blank,  Esq.;  Tom,  the 
grocer  clerk;  Wanamaker  and  Brown;  Wanamaker  or  Brown;  princess. 

4.  Write  and  explain  the  possessive  plural  of  the  following:  King  of  England; 
father-in-law;  knight-errant;  Miss  Brady;  Mr.  Thomas  Jones  and  brother;  Miss 
Kouns  and  sister;   hero;   Keats;  princess;   ally. 

5.  Use  the  sign  of  possession  correctly  in  each  of  the  following  expressions: 
Tom  used  McMurry  "Geography";  for  righteousness  sake;  Joe  and  Harry  sticks; 
this  is  either  Joe  or  Harry  stick;  this  is  either  Joe  stick  or  Harry;  Miss  Smith 
sisters  were  invited;  the  commander-in-chief  armies;  excuse  John  being  late;  Mrs. 
Wiggs  cabbage  patch. 

6.  Explain  the  plurals  and  the  possesslves  In  the  following:  How  many  Toms 
are  there  in  your  family? — How  many  a's  are  there  in  separate? — Is  this  my 
sled  or  yours? — Is  this  James  Blank,  Esq.'s,  store? — Where  is  Wanamaker  and 
Brown's? — Isn't  this  book  of  Bennett's  interesting? — How  many  members  are  there 
in  your  alumni  association? — How  many  trout  did  you  catch? — Where  are  the 
scissors? — What  is  your  politics? — What  is  the  news? 

7.  Entirely  different  words  are  sometimes  necessary  to  indicate  two  distinct 
periods  of  life,  as,  boy,  man;  girl,  woman;  kitten,  cat.  The  following  words  denote 
adult  life.  What  is  the  corresponding  word  for  each  denoting  young  life? — Cow, 
sheep,  horse,  goat,  dog,  goose,  bear,  lion,  eagle,   hog. 


THE  BUSINESS  WORD  37 


SECTION  6 


The  Hyphen. — i.  The  hyphen  is  used  to  connect  the  parts  of  a  compound 
word:  mother-in-law,  attorney-general, 

2.  The  hyphen  is  used  to  mark  the  division  of  a  word  into  syllables  and 
to  mark  its  division  between  lines. 

Divide  words  at  the  ends  of  lines  as  little  as  possible.  Never  divide  a 
word  of  one  syllable  or  one  that  may  be  pronounced  as  one  syllable,  such  as 
heaven,  given,  striven,  prayer,  seven.  Words  of  two  syllables  should  rarely 
be  divided  between  lines. 

Do  not  divide  words  at  the  ends  of  two  or  more  consecutive  lines. 

Do  not  divide  abbreviations,  figures,  signs,  dates,  proper  nouns,  names, 
and  addresses  between  lines. 

Do  not  divide  words  between  pages. 

When  dividing  words  of  more  than  two  syllables  between  lines,  be  sure  to 
follow  the  syllabication  indicated  in  the  dictionary. 

It  is  best  to  avoid  the  division  of  hyphenated  words  between  lines. 

It  is  best,  when  dividing  words  between  lines,  to  divide  them  as  nearly  as 
possible  in  the  middle.  Do  not  divide  a  word  by  the  syllable  that  indicates 
gender  or  number,  as:  princess-es,  sultan-a. 

As  a  general  rule,  do  not  hyphenate  words  or  parts  of  words  that  are  placed 
together  for  the  purpose  of  indicating  one  idea.  But  hyphenate  two  or  more 
words  or  parts  of  words  when  you  wish  to  indicate  by  combining  them  an 
unusual  meaning,  or  when  you  wish  to  form  an  unusual  adjective  combination 
to  modify  a  single  noun,  as  a  three-year-old  colt.  Caution  must  be  exer- 
cised, however,  regarding  the  hyphenation  of  adverbs  with  adjectives.  Not 
highly-appreciative  audience,  but  highly  appreciative  audience.  Highly 
modifies  appreciative  in  a  purely  adverbial  sense  in  this  phrase. 

3.  The  hyphen  may  be  used  to  separate  two  adjacent  vowels  in  a  word 
when  they  are  pronounced  as  separate  syllables.  This  occurs  most  frequently 
in  the  prefixing  of  co,  pre,  and  re:  co-education,  pre-eminent,  re-assign- 
ment. Instead  of  the  hjrphen  in  this  use,  however,  the  diaeresis  may  be 
placed  over  the  latter  of  two  adjacent  vowels  that  are  pronounced  separately: 
cooperation,  coordinate.  Both  the  hyphen  and  the  diaeresis  are  being  discon- 
tinued more  and  more  in  this  use,  except,  of  course,  when  these  prefixes  are 
used  to  denote  a  special  or  unusual  meaning  of  a  word:  preeminent,  readmis- 
sion.     (See  (2)  below.) 

The  following  suggestions  may  prove  helpful: 

(i)  Schoolhouse  and  schoolroom  are  single  words.    But  note  the  dis- 


38  THE  ENGLISH  OF   COMMERCE 

tinction  between  a  high  schoolhouse  and  a  high-school  house;    between' 
school-teacher  and  high-school  teacher. 

Again,  a  green-house  is  a  building  in  which  plants  are  kept,  but  a  green 
house  is  a  house  that  is  painted  green. 

(2)  The  hyphen  is  usually  used  between  a  prefix  and  a  word  when  the 
combination  makes  a  word  similar  to  another  in  form  but  different  in  mean- 
ing. You  re-cover  an  umbrella  but  you  recover  from  illness.  Re-collect 
does  not  mean  recollect.      Re-formation  does  not  mean  reformation. 

(3)  When  rate,  hand,  maker,  dealer,  god,  elect,  store  are  used  as  suf- 
fixes, they  are  usually  hyphenated:  first-rate,  second-hand,  cabinet-maker, 
book-dealer,  sun-god,  president-elect,  drug-store  (but  grocery  store). 

(4)  The  following  are  usually  combined  without  h)T)hen:  boat,  book, 
house,  keeper,  like,  mill,  room,  shop,  skin,  work,  as  in  steamboat  (but 
canal-boat),  handbook,  storehouse,  storekeeper,  homelike,  windmill,  store- 
room (but  sitting-room),  workshop,  sheepskin,  housework,  workshop. 

(5)  When  score,  fold,  pence,  penny  are  used  as  suffixes  to  words  of  one 
syllable,  they  should  not  be  hyphenated,  but  used  with  words  of  more  than 
one  syllable  they  should  be:  fourfold,  halfpence,  threescore,  twopenny;  but 
fifty-fold,  sixteen-pence,  twenty-score. 

(6)  Points  of  the  compass  such  as  northeast,  southwest,  are  not  hyphen- 
ated. If,  however,  they  are  subdivided  the  modifiers  should  be  hyphenated: 
North-northwest,  South-southeast, 

(7)  The  suffixes  like,  side,  ache  are  usually  not  hjrphenated  unless  the 
compound  formed  by  their  use  is  unusual:  bedside,  childlike,  colossus-like, 
earache,  fireside,  headache,  ladylike,  seaside,  toothache. 

(8)  The  following  prefixes  need  not  be  hyphenated,  unless  they  are  used 
in  such  a  way  as  to  convey  an  unusual  meaning,  or  unless  they  form  unusual 
combinations:  bi,  demi,  extra,  il,  im,  in,  inter,  mid,  over,  post,  sub,  semi, 
tri,  un,  under:  biennial,  demijohn,  extraordinary,  illimitable,  impersonal, 
inordinate,  interstate,  midsummer,  overestimate,  postscript,  subway, 
semicolon,  tricolor,  unearth,  undergo. 

(9)  The  following  used  as  prefixes  are  hyphenated  as  a  rule:  ex,  non,  pan, 
ultra,  vice,  brother,  daughter,  fellow,  father,  foster,  great,  half,  master, 
life,  mother,  self,  sister,  son,  world:  ex-president,  non-contagious,  pan- 
American,  ultra- fashionable,  vice-consul,  brother-in-law,  daughter-in-law, 
fellow-creature,  father-in-law,  foster-parent,  great-grandfather,  half" 
sister,  master-artist,  life-work,  self-interest,  son-in-law,  world-event. 


THE   BUSINESS  WORD  39 

(10)  The  names  of  fractions  used  as  nouns  are  usually  not  hyphenated, 
but  used  as  adjectives  they  usually  are:  one  half,  two  thirds,  seven  eighths; 
one-half  weight,  one-third  power,  one-fifth  interest, 

(11)  Numerals  in  combination  are  usually  hyphenated,  because  they  form 
one  modifying  adjective:  one-sided  argument,  one-story  building,  four- 
legged  animal,  twenty-eight  dollars,  forty-five  hooks. 

(12)  Half  and  quarter,  used  as  prefixes,  are  usually  hyphenated:  half" 
day,  half-dozen,  quarter-session. 

(13)  Caution  is  necessary  in  the  writing  of  compound  words  that  have  the 
sign  of  possession  on  the  first  member  of  the  compound:  bird*s-eye  view, 
crow's-foot,  death's-head,  heart* s-ease,  Jew's-harp,  pigeon* s-hlood,  rabbit's- 
foot. 

(14)  Avoid  forming  hyphenated  combinations  in  excess.  There  is  nothing 
to  be  gained  by  hyphenating  log  cabin,  Sunday  school,  good  morning, 
good  night;  goodbye,  standpoint,  today,  tomorrow,  tonight. 

On  the  other  hand  a  certain  unity  in  modifiers  may  be  preserved  and  a 
construction  may  be  clarified  by  hyphenating  a  series  of  words  not  usually 
combined:    well-planned  affair,  never-to-be-forgotten  event. 

The  Capital. — (i)  Capitalize  the  first  word  of  every  sentence  and  of  every 
line  of  poetry. 

(2)  Capitalize  O  and  /.  The  word  oh  used  within  a  sentence  may  or  may 
not  be  capitalized. 

(3)  Capitalize  proper  names — the  names  of  particular  people,  places, 
things,  events:  Wanamaker,  Dayton,  Victrola,  Treaty  of  Paris,  Civil  War, 
The  French  particles  in  proper  names — la,  le,  de,  du — are  not  capitalized  when 
preceded  by  a  Christian  name.  They  should  be  capitalized  when  not  so  pre- 
ceded: Jean  le  Fevre,  the  La  Farge  paintings.  (See  rule  9,  page  42.)  The 
German  von  should  not  be  capitalized  in  proper  names,  but  the  Dutch  Van 
should  be,  except  in  a  few  cases  of  personal  preference  for  the  small  letter, 
as,  Henry  van  Dyke.  Do  not  capitalize  the  names  of  the  common  branches 
of  study,  as  algebra,  botany,  history,  mathematics,  science.  The  abbre- 
viations jr.  and  sr.  after  proper  names  may  or  may  not  be  capitalized:  James 
Ayr,  Jr.,  A.  B.  See,  Sr. 

(4)  Capitalize  the  words  bay,  gulf,  mountain,  river,  sea,  square,  street, 

and  so  forth,  when  used  in  company  with  a  proper  name:  Chestnut  Street, 
Dead  Sea,  White  Mountains.  When  a  common  noun  is  modified  by  more 
than  one  proper  noun,  however,  or  when  it  is  preceded  by  the  and  has  de- 


40  THE  ENGLISH  OF  COMMERCE 

scriptive  value  only,  it  is  usually  not  capitalized:  The  city  of  Chicago  is  a 
railroad  center.  .  .  .  Central  and  Prospect  parks  are  located  in  Manhattan 
and  Brooklyn  boroughs  respectively. 

(5)  Capitalize  adjectives  derived  from  proper  nouns:  French,  English, 
Spanish,  The  following  exceptions  should,  however,  be  observed:  her- 
culean, india-rubber,  oriental,  titanic,  Utopian,  vandal.  A  prefix  hyphen- 
ated to  a  proper  adjective  is  usually  not  capitalized:  un-American,  pro- 
British,  anti-Semitic.  The  word  president  hyphenated  with  ex  is  usually 
capitalized  if  the  president  referred  to  is  still  living.  Verbs  derived  from 
proper  names  are  preferably  not  capitalized:  boycott,  vulcanize,  pasteurize, 
vandalize,  anglicize,  Hetcherize,  teutonize,  americanize  (but  American- 
ization). 

(6)  Capitalize  personal  and  official  titles.  If  they  consist  of  more  than 
one  part,  each  principal  part  should  be  capitalized:  President  Jones,  Rear- 
Admiral  Roberts,  Vice-President  Crane,  Sir  Alfred  Lyons.  The  word  sir 
is  not  capitalized  when  used  as  a  form  of  general  address  within  a  sentence: 
/  trust,  sir,  that  these  terms  are  satisfactory. 

(7)  Capitalize  the  names  of  nations,  parties,  races,  sects,  alliances,  ages, 
and  similar  references:  Italian,  Dissenter,  Caucasian,  Catholic,  Entente 
Cordiale,    Odd  Fellows,  Sixth   Corps,  Inquisition,  Forty-fourth   Congress. 

When  the  modifying  adjective  is  hyphenated,  as  in  the  last  illustration,  the 
second  member  may  or  may  not  be  capitalized.  Preferred  usage  requires 
a  small  letter. 

(8)  Capitalize  the  names  of  the  days  of  the  week  and  the  months  of  the 
year,  but  not  the  names  of  the  seasons  unless  they  are  used  figuratively. 

(9)  Capitalize  north,  south,  east  and  west  when  they  refer  to  definite 
sections  of  the  country,  not  when  they  denote  mere  direction. 

(10)  Capitalize  all  names  indicating  the  Deity.  Words  referring  to  the 
Deity  should  be  capitalized  when  definite  antecedent  is  not  given  or  when 
reference  would  be  doubtful.  As  a  rule,  personal  pronouns  referring  to  the 
Deity  are  capitalized;  relative  pronoims  are  not. 

(11)  Capitalize  nouns  indicating  kinship  when  used  as  parts  of  proper 
nouns  or  when  used  alone  to  refer  to  particular  persons.  If,  however,  a  noim 
indicating  kinship  is  used  alone  and  preceded  by  an  article  or  a  pronoun,  it  is 
not  capitalized:  /  saw  Uncle  Harry  at  the  store.  ...  We  went  to  meet 
Father.  ...      /  saw  your  aunt  at  the  market. 

(12)  Capitalize  the  first  word  and  all  important  words  in  titles.  But  do 
not  capitalize  any  but  noun  parts  of  hyphenated  terms  in  titles:   Twentieth" 


THE   BUSINESS  WORD  4I 

century  Progress;    World-Dominion    of   English-speaking   Peoples,     In   a 

question  for  debate,  the  word  Resolved  and  the  word  following  it  are  capitalized. 

(13)  Capitalize  words  for  purposes  of  emphasis.  This  rule  should  be 
observed  with  caution.  Excessive  capitalization  for  purposes  of  emphasis  will 
weaken  rather  than  emphasize.  Only  the  most  important  words  in  a  business 
phrase  or  sentence  should  be  made  to  stand  out  by  means  of  capitalization. 

(14)  Capitalize  the  first  word  of  every  complete  direct  quotation.  (See^ 
page  92.) 

The  Apostrophe. — (i)  The  apostrophe  is  used  to  denote  the  possessive 
case  of  nouns.     (See  page  30.) 

(2)  The  apostrophe  is  used  to  indicate  the  plural  of  letters,  figures,  signs,  and 
words  (see  page  29) :  Dot  your  Vs  and  cross  your  t*s.  ,  .  .  There  are  three  4's 
and  four  3*s  on  this  page.  .  .  .  O.  K.*s.  .  .  .  Write  three  and's. 

(3)  The  apostrophe  is  used  to  denote  the  omission  of  a  letter  or  letters  from 
a  word,  or  figures  from  a  number,  as  in  the  following:  con'*  for  can  not; 
don't  for  do  not;  doesn't  for  does  not;  he*d  for  he  had  or  he  would  or 
he  should;  he'll  for  he  shall  or  he  will;  he's  for  he  is  or  he  has;  I'd  for  / 
had  or  /  would  ot  I  should;  I'll  for  /  shall  or  /  will;  I'm  for  /  am;  isn't 
for  is  not;  it's  for  i*  is;  shan't  for  shall  not;  shouldn't  for  should  not; 
they're  for  they  are;  there' d  for  there  had  or  there  would;  there's  for 
there  is  or  there  has;  there'll  for  there  shall  or  there  will;  you're  for  you 
are;  who's  for  who  is;  won't  for  will  not;  wouldn't  for  would  not;  *06,  '19, 

Be  careful  not  to  misuse  the  apostrophe.  It  is  not  used  to  indicate  the 
possessive  of  pronouns.  There  are  no  such  case  forms  as  your's,  our's,  her's, 
their's.     Do  not  use  it's  for  its,  they're  for  their  or  there,  your  for  you're. 

Cautions.— (i)  Do  not  write  out  detailed  numbers  or  amounts.  If  you  do, 
the  phrases  are  apt  to  become  vague  and  clumsy.  "Eleven  thousand  four 
hundred  twenty-eight  dollars  and  twenty-seven  cents"  is  not  nearly  so  clear  as 
$11,428.27. 

(2)  Do  not  use  figures  for  simple  round  numbers  or  amounts.  "Six  thou- 
sand dollars"  is  better  than  q?6ooo.  This  applies,  of  course,  to  written  com- 
position. It  would  be  absurd  to  write  out  round  numbers  in  a  financial  state- 
ment. 

(3)  Do  not  write  two  different  kinds  of  numbers  in  the  same  composition 
in  different  ways.  "Five  yards  of  ribbon  at  fifty  cents  a  yard"  or  "5  yds.  of 
ribbon  'S)  50^  a  yd."  is  better  than  "5  yards  of  ribbon  at  fifty  cents  a  yard." 

(4)  SpeU   out  decimals,   distances,   enumerations,   weights,   and  so  forth, 


42  THE  ENGLISH  OF   COMMERCE 

when  they  are  used  in  a  piece  of  writing,  unless  (as  above  indicated)  they  are 
extremely  involved. 

(5)  Write  out  as  a  rule  the  time  of  day,  numbers  of  centuries,  names  of 
months,  names  of  cities  and  states,  and  other  time  and  place  divisions,  except 
in  cases  where  the  names  are  very  long  and  where  certain  rules  of  style  demand 
the  abbreviated  form. 

(6)  Do  not  begin  a  sentence  with  figures  or  signs  of  any  kind. 

(7)  Do  not  use  the  word  thousand  in  spelling  out  a  round  number  indicat- 
ing an  amount  of  more  than  the  even  thousand.  "Twelve  hundred  eighty" 
is  better  than  "one  thousand  two  hundred  eighty." 

(8)  Do  not  use  and  in  writing  or  in  announcing  numbers  of  three  or  more 
digits.     "Three  hundred  twenty"  is  better  than  "three  hundred  and  twenty." 

(9)  Do  not  write  the  parts  of  a  surname  consisting  of  two  or  more  parts, 
closely  together.  The  name  von  der  Smith  is  better  written  with  the  parts 
slightly  spaced,  as  indicated.  So  also  are  such  names  as  De  Fries,  La  Salle, 
O'Neill,  McDonnell.  In  many  cases  the  parts  of  such  names  have  grown 
together  and  now  appear  as  one  word;  the  capitalization  thus  becomes  regular, 
as  Delameter,  Vanderlip,  Dupont,  Devereaux.     (See  rule  3,  page  39.) 

(10)  As  a  rule  do  not  refer  to  passages  in  the  Bible  or  in  a  code  of  rules  or 
a  constitution  of  any  sort  by  one  kind  of  numeral  only.  Exodus  IV-12  is 
better  than  Exodus  4-12.  Article  X  Section  2  is  better  than  Article  X 
Section  II.  The  terms  in  such  references  may  be  separated  by  a  dash,  or 
the  first  may  be  separated  from  the  others  by  a  colon. 

(11)  Titles  and  words  and  excerpts  to  which  special  attention  is  called 
shoiild  be  italicized.  If,  however,  an  excerpt  is  extremely  long,  quotation 
marks  may  be  used  for  the  same  purpose. 

(12)  Italicize  words  and  abbreviations  from  foreign  languages,  unless  they 
have  been  in  our  language  long  enough  to  be  regarded  as  English.  Do  not 
italicize  alias,  alibi,  cafe,  camouflage,  canto,  chauffeur,  cabaret,  con, 
debris,  debut,  demi-tasse,  entree,  facsimile,  garage,  niche,  pro,  protege, 
subpoena,  vice  versa,  cf.,  e.g.,  i.e.,  vs.,  viz.  But  these  are  usually  italicized: 
circa,  ibid.,  infra,  idem,  sic,  supra,  vide, 

PROBLEMS 

I.  Look  up  the  following  words  in  two  or  more  different  dictionaries.  Which 
should  be  written  with  hyphen  ?  which  as  one  word  ?  about  which  is  there  a  disagree- 
ment of  authority? — ^any/body,  any/one,  some/one,  no/one,  at/all,  all/right, 
to/day,  ware/house,  bank/book,  trade/mark,  left/hand,  up/town,  book/keeper, 


THE   BUSINESS  WORD  43 

dry/goods,  house/furnishing,  short/circuit,  stock/room,  to/night,  more/over, 
to/morrow,  post/card,  postal/card,  post/office,  some/body,  every/body,  every/ 
one,  every/thing,  no/body,  sales/slip,  sales/woman,  bill/board,  bill/of/fare, 
table/of/contents,   cup/fuls,    per/cent,    shop/work,    store/room,    type/writer. 

2.  Use  capitals  in  the  following  sentences  as  required  by  the  foregoing  rules: 
(i)  the  members  of  the  sixth  infantry  saluted  the  president  as  they  passed  his  review- 
ing stand.  (2)  he  asked  god  to  show  his  tender  mercies  to  him.  (3)  mr.  de  puyster 
is  a  memberof  the  masonic  order.  (4)  addressyour  letters  as  follows:  james  Johnson, 
jr-.  35  Walworth  street,  kansas  city,  missouri.  (5)  there  were  a  negro,  a  yankee,  a 
Creole,  and  three  chinamen  in  the  office.  (6)  when  sir  thomas  entered  the  chamber, 
the  speaker  immediately  addressed  him  thus:  "i  trust,  sir,  that  you  are  ready  to  give 
your  attention  to  the  bill  of  rights."  (7)  as  soon  as  he  arrived  in  the  west  he  wrote 
his  mother  a  letter.  (8)  "what,"  he  inquired,  "do  you  mean  by  'tactful  dishon- 
esty'?" (9)  i  then  explained  what  i  meant  by  tactful  dishonesty  and  he  turned  to 
his  neighbor  and  said,  "that  definition  satisfies  me."  (10)  come,  spring,  and  yield 
your  balm  to  my  wearied  heart!  (11)  remember  that  these  three  things  will  do 
more  for  you  than  anything  else:  honesty,  industry,  courtesy.  (12)  he  divided  his 
composition  into  introduction,  discussion,  and  conclusion.  (13)  the  hudson  and 
Connecticut  rivers  flow  southward.  (14)  i  study  french,  german,  arithmetic,  and 
history.  (15)  she  served  tea  in  her  new  china  ware  and  the  affair  was  thus  given 
an  oriental  tone.  (16)  the  city  of  san  francisco  is  an  important  seaport.  (17)  "the 
city  of  dover"  has  just  landed  at  the  dock. 

3.  Insert  the  apostrophe  where  needed  in  each  of  the  following  sentences:  (i) 
111  go  but  I  wont  carry  this  parcel  for  Im  too  tired.  (2)  Its  hard  to  tell  what  he 
means.  (3)  It  isnt  considerate  to  try  to  attend  to  two  customers  at  once.  (4)  Place 
your  ss  definitely  where  they  belong.  (5)  Theyre  going  to  my  shop,  not  yours. 
(6)  Whos  in  that  office?  (7)  WhatU  we  do  if  it  rains ?  (8)  The  kittens  lost  its  collar. 
(9)  Wheres  hers?     (10)   Lets  go  over  to  Jims. 

4.  Write  the  following  sentences  in  better  form:  (i)  The  club  has  1871  members 
and  has  eleven  thousand  eight  hundred  sixty  five  dollars  in  its  treasury.  (2)  1776 
was  a  great  year  for  the  American  people.  (3)  He  has  one  thousand  five  hundred 
and  fifty  dollars  in  the  bank.  (4)  I  met  Mrs.  vanBuren,  Mr.  LaSalle,  and  General 
dePuyster  among  the  1200  others  at  the  ball.  (5)  Suppose  Mr.  A  gives  twenty  dol- 
lars to  Mr.  B;  then  suppose  Mr.  C  borrows  75  cts.  from  Mr.  B;  how  much  will  Mr.  B 
have  left?  (6)  You  will  find  the  quotation  in  Exodus  10-12-14.  (7)  Be  Honest;  Be 
Kind;  Be  True;  Be  Courteous;  be  humble.  (8)  If  30  men  work  for  you  at  one  dollar 
eighty  seven  cents  a  day,  what  is  their  total  wage  at  the  end  of  a  week? 

(9)  I  was  paid  $11, 

125  by  Mr.  Thomas 
Crawford  on  March, 
II,  1917. 


44  THE  ENGLISH   OF  COMMERCE 


SECTION  7 

Pronunciation. — Error  in  the  sound  of  letters  and  error  in  the 
accent  of  syllables  are  the  two  principal  violations  of  pronunciation. 
A  careful  study  of  the  chart  below  will  go  a  long  way  toward  helping 
to  correct  errors  in  the  sounds  of  letters.  In  the  problems  at  the 
end  of  this  section  are  valuable  lists  of  everyday  words  that  are  often 
wrongly  accented.  In  all  cases  of  doubt  regarding  pronunciation, 
the  dictionary  should  be  consulted  and  the  correct  pronunciation 
fixed  permanently  in  mind.  It  is  important  to  remember  that  every 
word  of  more  than  one  syllable  has  an  accent  (marked  '  in  the  dic- 
tionary) on  one  of  its  syllables.  No  word,  however  long,  has  more 
than  one  such  accent,  though  a  long  word  usually  has  a  secondary 
accent  (marked  "  in  the  dictionary)  in  addition  to  its  principal  or 
primary  accent. 

In  the  pronunciation  of  English  words  be  careful  not  to  treat    • 


a 

as 

e 

in 

catch 

as 

i 

in 

can 

as 

u 

in 

was 

aw 

as 

ar 

in 

draw 

b 

as 

P 

in 

disburse 

c 

as 

g 

in 

auction 

as 

z 

in 

proceeds 

ch 

as 

J 

in 

chairman 

d 

as 

J 

in 

audience 

as 

t 

in 

saddle 

e 

as 

i 

in 

get 

as 

u 

in 

difference 

er 

as 

ah 

in 

concern 

as 

re 

in 

modern 

f 

as 

V 

in 

reference 

g 

as 

ch 

in 

genius 

as 

k 

in 

peg 

h 

as 

silent 

in 

rehearse 

as 

sounded 

in 

heir 

THE   BUSINESS  WORD  45 


as 

u 

in 

prospective 

ing 

as 

in 

in 

buying 

ir 

as 

oi 

in 

third 

J 

as 

ch 

in 

injunction 

k 

as 

g 

in 

inkwell 

1 

as 

silent 

in 

particularly 

m 

as 

silent 

in 

competent 

n 

as 

silent 

in 

government 

ng 

as 

nk 

in 

ring 

nk 

as 

ng 

in 

think 

0 

as 

a 

in 

oral 

as 

u 

in 

office 

oi 

as 

ur 

in 

spoil 

our 

as 

oi 

in 

journal 

P 

as 

b 

in 

wrapper 

q 

as 

k 

in 

quote 

qu 

as 

k 

in 

quorum 

r 

as 

h 

in 

bear 

as 

w 

in 

retail 

re 

as 

er 

in 

hundred 

s 

as 

ss 

in 

please 

as 

z 

in 

cashier 

sh 

as 

zh 

in 

shawl 

t 

as 

ch 

in 

literature 

as 

d 

in 

realty 

th 

as 

d 

in 

they 

as 

P 

in 

something 

as 

t 

in 

thought 

them 

as 

m 

in 

sold  them 

u 

as 

e 

in 

judgment 

as 

i 

in 

just 

as 

00 

in 

revenue 

V 

as 

f 

in 

have 

as 

w 

in 

very 

w 

as 

V 

in 

wear 

wh 

as 

w 

in 

white 

X 

as 

gs 

in 

extra 

as 

ng 

in 

anxious 

y 

as 

dge 

in 

did  you,  would  you,  etc 

z 

as 

s 

in 

itemized 

46  THE   ENGLISH   OF   COMMERCE 


PROBLEMS 

1 .  Using  the  above  table  as  guide,  tell  what  error  is  sometimes  made  in  the  pro- 
nunciation of  each  of  the  following  words.  Practice  the  correct  pronunciation  of 
each  one:  absence,  accommodate,  accuracy,  appraisal,  appreciate,  article,  assist- 
ance, balance,  bargain,  business,  calculation,  certificate,  collection,  conveyance, 
concede,  consign,  charge,  corporation,  discrepancy,  duty,  eighth,  enterprise, 
employee,  exceed,  expense,  examine,  invoice,  issue,  lease,  legacy,  liability,  lien, 
liquidate,  manufacturer,  mercantile,  mortgage,  necessary,  notary,  opportunity, 
pamphlet,  principal,  promissory,  remit,  repetition,  responsible,  quotation,  seizure, 
tariff,  traffic,  weight. 

2.  The  words  in  each  of  the  following  groups  are  so  frequently  mispronounced 
that  they  are  mistaken  for  each  other.  Point  out  the  necessary  distinctions  in  each 
group  and  practice  the  correct  pronunciation  of  each  word :  advice,  advise;  allusion, 
elusion,  illusion;  auger,  argue;  balk,  block;  base,  bass;  bath,  bathe;  breath, 
breathe;  both,  booth;  casual,  causal;  calvary,  cavalry;  censor,  censure;  choose, 
chose;  cloths,  clothes;  coin,  corn;  commend,  condemn;  conscience,  conscious; 
consul,  council,  counsel;  costume,  custom;  dairy,  diary;  decease,  disease;  def- 
erence, difference;  does,  dose;  dual,  duel;  draw,  drawer;  eleven,  leaven;  either, 
ether;  empire,  umpire;  equable,  equitable;  excess,  access;  formally,  formerly; 
genius,  genus;  lightening,  lightning;  loath,  loathe;  loose,  loss,  lose;  naught,  not; 
of,  off;  onion,  union;  ordinance,  ordnance;  pardoner,  partner;  partition,  petition; 
precedent,  president;  prophecy,  prophesy;  propose,  purpose;  quiet,  quite;  realty, 
reality;  respectfully,  respectively;  seminary,  cemetery;  sort,  sought;  statue, 
stature,  statute;  steady,  study;  than,  then;  wander,  wonder;  weather,  whether; 
which,   witch;  you're,   your. 

3.  The  following  words  are  especially  troublesome.  They  are  frequently  mis- 
pronounced as  the  result  of  misaccent,  improper  vowel  sounds,  or  the  slighting  of 
letters  or  syllables.  Look  each  one  up  in  the  dictionary  and  memorize  the  correct 
pronunciation  of  it.  In  case  more  than  one  pronunciation  is  permissible  for  a  word, 
explain:  absorb,  accompanist,  address,  adept,  administrative,  adult,  alias,  allies, 
alternately,  amateur,  apparatus,  applicable,  athlete,  automobile,  aviator,  can- 
tonment, casualty,  cement,  chauffeur,  cooperative,  creature,  data,  deficit,  de- 
livery, detail,  discourse,  education,  elite,  essay,  exquisite,  exhaust,  exigency, 
express,  extol,  extract,  February,  finance,  financier,  formidable,  general,  govern- 
ment, history,  hospitable,  incalculable,  incidentally,  influence,  inquiry,  interesting, 
itinerary,  juvenile,  khaki,  laboratory,  leisure,  library,  menu,  mischievous,  moral, 
negotiable,  Niagara,  office,  oral,  particularly,  patriot,  perfume,  permit,  posi- 
tively, produce,  protest,  quinine,  recess,  recipe,  recognize,  reptile,  resource,  roof, 
sarsaparilla,  squalor,  superintendent,  supple,  temporarily,  tedious,  tune,  whistle, 
yesterday. 


THE  BUSINESS  WORD  47 


SECTION  8 

Spelling. — Make  lists  of  words  that  trouble  you.  Write  the 
troublesome  word  frequently  on  paper  and  at  the  board.  Trace 
that  stubborn  word  in  the  air.  Pronounce  it  accurately.  Compare 
it  with  other  words  of  the  same  length.  Compare  it  with  other 
words  that  are  like  it  in  part,  and  point  out  differences  and  similari- 
ties. Discuss  the  word  with  your  classmates  and  your  parents. 
Make  that  word  your  hobby  until  you  can  spell  it  not  only  forward, 
but  backward  as  well.  Master  a  few  good  spelling  rules.  Each 
one  will  have  many  exceptions,  but  it  will  guide  you  nevertheless  if 
you  give  it  a  chance.  In  all  of  these  ways  you  can  correct  your 
spelling  troubles  if  you  are  alert  and  eager  to  be  a  good  speller,  and 
you  must  he  alert  and  eager  to  he  a  good  speller.  Bad  spelling  is  a 
reproach  and  a  disgrace.  You  will  find  your  future  business  employ- 
ers more  impatient  with  bad  spelling  than  with  other  faults  in  Eng- 
lish. A  few  common  spelling  troubles  are  summarized  in  the  fol- 
lowing fourteen  points.  {The  misspelled  words  are  placed  in  paren- 
theses).    Following  these  are  nine  rules  with  illustrations. 

A  List  of  Spelling  Troubles 

1.  The  doubling  of  letters.  .  .  .  Rules  and  word  analysis  will  help  .  .  . 
truly  (trvdly) ;  really  (reaijr);  wholly  (wholy) ;  disappoint  (liiooapoint). 

2.  The  addition  or  the  omission  of  syllables.  .  .  .  Accurate  pronunciation 
will  help  .  .  .  remember  (sesabcr);  boundary  (bouadr>');  athletics  (athdctic3; ; 
laboratory  (labrator"^). 

3.  The  confusion  of  ihle  and  able,  ant  and  ent,  ance  and  ence;  study  of 
suffixes  will  help;  also  study  of  foreign  tongues  .  .  .  excusable  (-;:if usible) ; 
possible  (pcssablc);  incumbent  (inGumbaax) ;  appearance  (flppoaronco). 

4.  The  confusion  of  per  and  pre  ....  Accurate  pronunciation  will  help, 
as  will  also  study  of  prefixes  and  study  of  foreign  tongues  .  .  .  perhaps 
(prcbaps);  persuade  (presuadcj ;  prevail  fe^sr/ail). 

5.  The  ei  and  ie  trouble.  .  .  .  Rule  with  exceptions  will  help  .  .  .  believe 
(bclch'c) ;  relief  (rckM);  receive  (fCGicvc). 

6.  The  inclusion  of  silent  letters.  .  .  .    Accurate  pronunciation  will  help; 


48  THE   ENGLISH   OF   COMMERCE 

also  the  final  silent  e  rule  .  .  .  coming   (eomcing) ;  plays    (playco) ;    among 
(amoung) ;  now  (»€k«¥^);  having  (haveing) ;  truly  (trucly). 

7.  The  exclusion  of  silent  letters.  .  .  .  Rule  and  visualization  will  help. 
.  .  .  sincerely  (oinccrly) ;  serenely  (acpcnly) ;  guide  (guid) ;  crudely  (efttdiy). 

8.  The  confusion  of  homonyms  or  of  words  similar  in  sound.  .  .  .  Accu- 
rate visualization  will  help;  also  the  study  of  origins  and  inflections  .  .  .  rain 
(rein);  chose  (choose);  cord  (chord);  chief  (chef). 

9.  The  use  of  shun  for  sion  or  tion,  of  shus  for  tious  or  cious.  .  .  . 
Study  of  origins  will  help;  also  study  of  suffixes  .  .  .  conscious  (conahua) ; 
ambitious  (ambiahuo) ;  attention  (attonahun). 

10.  The  confusion  of  letters  having  the  same  or  almost  the  same  sound. 
.  .  .  Studyof  word  origins  will  help;  also  visualization  and  pronunciation  .  .  . 
receipt  (resei^);  separate  (jop orate) ;  hence  (hcnac) ;  economize  (oconomis^) ; 
description  (diocfiptiojx) ;  Britain  (-Britian). 

11.  The  malformation  of  plurals  or  of  third  person  singular  of  words  end- 
ing in  y  and  ey.  .  .  .  Rule  with  exceptions  will  help  .  .  .  tries  (r*ys) ;  tur- 
keys (4.urkiGo) ;  varies  (varyc) ;  sympathies  (zympathyo). 

12.  The  confusion  of  er,  or,  ar,  ary,  ery,  ory  .  .  .  Study  of  suffixes  will 
help  .  .  .  debater  (dcbatoi) ;  primary  (prisfte^);  orator  (orator). 

13.  The  use  of  ize  for  tse.  .  .  .  Study  of  suffixes  will  help.  .  .  .  The 
following  words  are  spelled  with  ise:  advertise,  arise,  comprise,  compro- 
mise, despise,  devise,  disguise,  enterprise,  excise,  exercise,  franchise,  im- 
provise, merchandise,  revise,  rise,  supervise,  surprise. 

14.  The  use  of  ise  for  ize.  .  .  .  Again,  study  of  suffixes  will  help.  .  .  . 
The  following  words  are  spelled  with  ize  (or  yze) :  analyze,  apologize,  author- 
ize, centralize,  characterize,  civilize,  colonize,  criticize,  demoralize,  drama- 
tize, economize,  emphasize,  equalize,  familiarize,  fertilize,  generalize, 
harmonize,  humanize,  italicize,  localize,  minimize,  modernize,  monopo- 
lize, moralize,  organize,  paralyze,  patronize,  philosophize,  pulverize,  realize, 
recognize,  reorganize,  revolutionize,  scrutinize,  specialize,  standardize, 
summarize,  sympathize,  utilize,  vitalize. 


Rule  i. — When  the  diphthong  ei  or  ie  is  sounded  like  ee,  i  comes  first  un- 
less the  diphthong  is  preceded  by  c.  Stated  in  another  way:  1  comes  before 
e  except  after  c  or  when  sounded  as  a,  as  in  neighbor  and  weigh. 

Still  another  form  of  stating  the  important  e  rule  is  this:  In  words  spelled 
with  ie  or  ei,  sounded  like  ee,  i  or  c   comes  first  according  as  the  preceding 


THE   BUSINESS  WORD  49 

letter  comes  nearest  it  in  the  alphabet.  To  illustrate,  receive;  c  is  nearer  to  c 
in  the  alphabet  than  it  is  to  i,  therefore  e  comes  before  i  in  the  word  receive. 
A  few  exceptions  to  all  three  forms  of  the  rule  are  weird,  leisure,  neither, 
either,  seize.  Point  out  others  in  the  list  below.  Test  each  word  in  the 
following  list  by  the  rule:  shield,  chief,  weight,  freight,  deceive,  relieve, 
priest,  piece,  fiend,  friend,  grieve,  heinous,  reprieve,  neighbor,  yield,  siege, 
sleigh,  field,  sieve,  niece,  grief,  reign,  believe,  surfeit,  hie,  receipt,  pierce, 
seizure,  heirloom,  heifer,  die,  lie,  lief,  shriek,  frieze,  thieve,  sortie,  besiege, 
ceiling,  neither,  wield,  conceit,  perceive,  pie,  eighteenth,  financier. 

j  Rule  2.  A  word  ending  in  a  single  consonant  preceded  by  a  single  vowel 
doubles  the  final  consonant  before  a  suffix  beginning  with  a  vowel,  provided 
the  word  formed  is  accented  on  the  syllable  directly  preceding  the  suffix.  In 
refer,  referring,  the  accent  is  on  the  syllable  preceding  the  suffix,  but  in  sum- 
mon, summoning,  the  accent  is  not  on  the  syllable  preceding  the  suffix.  This 
rule  does  not  apply  to  words  ending  in  a  consonant  preceded  by  a  diphthong: 
seal,  sealing;    conceal,  concealing;    boil,  boiled. 

Test  each  of  the  following  words  by  the  rule  and  by  the  two  cautions  or 
exceptions.  Are  there  any  exceptions?  .  .  .  hopping,  preferred,  control- 
ling, conferred,  platted,  abhorrent,  revealing,  spoiled,  plotting j^egretted, 
intermitted,  repelled,  deterred,  committal,  squealing,  uttering,  rubbing, 
beginner,  allotted,  benefiting,  suffering,  modeled,  dealing,  fluttering,  red- 
dening, equaled,  acquitted,  impelled,  broadening,  dropping,  pealing,  trav- 
eling, shopper,  occurred,  wrapper,  developed,  swimmer,  peeling,  banquet- 
ing, winner,  reistxed,  baggage,  merited,  luggage,  foiling,  conquering, 
inferring,  offering,  fitted,  extolling,  congealing,  coiling. 

^'  Rule  3. — Final  silent  e  is  dropped  before  a  suffix  beginning  with  a  vowel 
and  retained  before  a  suffix  beginning  with  a  consonant.  In  come,  for  in- 
stance, the  final  e  is  silent;  hence,  in  adding  ing  the  e  is  dropped,  coming. 
Study  the  following  words.  Test  them  by  the  foregoing  rule.  Give  the  sim- 
plest form  of  the  word  in  each  case:  hating,  loving,  procuring,  exer- 
cising, describing,  desiring,  hoped,  tuned,  embraced,  disguising,  mac- 
adamized, choosing,  ceasing,  owed,  noticed,  dividing,  dissuading,  lovable, 
likable,  notable,  declc^tngT ^sfioxating,  devising,  pursuing,  urging,  gffugr 
ing,  preparing,  accommodating,  systematizing,  surprising,  desjxobl^f  ex- 
citab^,  blamabte,  tamable,  erasure,  merely,  lovely,  likely,  immediately, 
comparatively,  improvement,  respectively,  troublesome,  statement,  se- 
renely, entirely,  safety,  sincerely,  separately,  appropriately,  rudeness, 
movement,  arrangement,  paleness,  extremely,  definitely,  lonely,  likeness, 
announcement,  politeness,  bereavement,  paging. 


50  THE  ENGLISH  OF  COMMERCE 

These  words  are  exceptions  to  the  rule.  Make  note  of  the  exception  in 
each  one:  truly,  duly,  awful,  judgment,  acknowledgment,  agreeable,  argu- 
tnent,  mileage,  hoeing,  toeing,  shoeing,  dyeing,  singeing,  tingeing, 
hingeing. 

There  are  two  modifications  of  Rule  3,  as  follows:  (i)  Words  ending  in  ge 
and  ce  retain  the  e  before  a  suffix  beginning  with  a  or  o  to  preserve  the  soft 
sound  of  c  and  g.  (The  letters  are  usually  soft  before  c  and  are  usually  hard 
before  a  and  u.)  Note  that  e  is  retained  in  these  words:  changeable,  damage- 
able, noticeable,  serviceable,  marriageable,  pronounceable,  manageable, 
enforceable  (but  forcible),  chargeable,  outrageous,  advantageous,  trace- 
able, vengeance,  courageous,  peaceable.  (2)  Words  ending  in  le  drop  the 
c  and  change  the  i  to  y  before  ing  to  avoid  the  doubling  of  the  i:  die — dying, 
lie — lying,  tie — tying,  hie — hying,  vie — vying.    Note  Rule  4  in  this  connection. 

Rule  4. — A  word  ending  in  y  preceded  by  a  consonant  changes  the  y  to  i 
before  a  suffix,  unless  the  suffix  begins  with  i.  When  this  is  the  case  the  y  is 
retained  to  prevent  the  doubling  of  the  i.*  busy — business,  easy — easily,  carry 
— carried,  likely — likelihood,  hurry — hurried,  study — studying,  hurry — 
hurrying,  fancy — fancying,  defy — defying,  carry — carrying. 

Rule  5. — The  letter  k  is  generally  added  to  words  ending  in  c  before  a 
syllable  beginning  with  c,  i,  or  y.  This  is  done  to  indicate  the  hard  sound  of  c: 
colic — colicky,  traffic — trafficking,  frolic — frolicking,  physic — physicking, 
panic — panicky. 

Rule  6. — When  the  prefix  of  a  word  ends  with  the  same  letter  that  the 
word  begins  with,  both  letters  are  usually  retained:  dissatisfy,  dissimilar, 
dissolve,  dissent,  misspell,  misstep. 

^-•'RULE  7. — When  the  suffix  of  a  word  begins  with  the  same  letter  that  the 
/word    ends    with,    both    letters    are    usually   retained:    sudden — suddenness, 
mean — meanness,  keen — keenness,  legal — legally,  natural — naturally,  occa- 
sional— occasionally. 

•Rule  8. — Words  ending  in  a  double  consonant  usually  retain  both  con- 
sonants before  a  suffix:  odd — oddity,  stiff — stiffness,  success — successful, 
full — fullness  (or  fulness). 

^^RULE  9. — Prefixes  and  suffixes  ending  in  //  usually  drop  one  /  in  combina- 
tion: useful,  truthful,  helpful,  welcome,  welfare,  awful,  woeful  (or  too- 
ful),  already,  almost,  although;  but  all  right  is  an  important  exception. 

It  must  be  remembered  in  connection  with  prefixes  and  suffixes  and  word 
combinations  in  general,  that  there  is  much  irregularity  in  their  spelling.     Rules 


THE  BUSINESS  WORD 


51 


pertaining  to  them  have  more  exceptions  than  others.  (See  pages  24  and  25 
for  study  of  prefixes  and  suffixes.) 

Words  are  constantly  undergoing  change  in  spelling.  Already,  for  in- 
stance, used  to  be  spelled  as  two  words,  all  ready.  They  have  now  grown 
together,  and  in  the  process  one  /  has  been  dropped.  The  same  is  true,  also, 
of  such  words  as  almost,  altogether,  fulfil,  plentiful,  until,  and  many 
others.     The  words  all  right  have  so  far  resisted  such  combination. 

Following  are  a  few  of  the  words  that  have  undergone  simplification  in 
spelHng  during  the  past  few  years.  They  are  reproduced  here  from  the  long 
list  of  revisions  issued  by  the  Simplified  Spelling  Board: 

abridgment,  acknowledgment,  addrest,  affixt,  altho,  arbor,  ardor,  ax,  beha- 
vior, blest,  blusht,  bur,  candor,  carest,  catalog,  center,  chapt,  check,  civilize, 
clamor,  clapt,  claspt,  dipt,  clue,  color,  comprest,  comprize,  confest,  coquet, 
criticize,  crost,  crusht,  dasht,  decalog,  defense,  demagog,  deprest,  dialog,  dike, 
dipt,  discust,  dispatch,  distrest,  draft,  drest,  dript,  droopt,  dropt,  dulness,  en- 
deavor, envelop,  exprest,  fantom,  favor,  fiber,  fixt,  flavor,  fulfil,  fulness,  gage, 
gelatin,  gild,  gipsy,  goodby,  gript,  harbor,  harken,  heapt,  hiccup,  honor,  humor, 
husht,  idolize,  imprest,  instil,  kist,  labor,  lapt,  lasht,  leapt,  lodgment,  lookt,  lopt, 
luster,  mama,  meager,  mist,  mixt,  mold,  molt,  neighbor,  nipt,  odor,  offense, 
opprest,  parlor,  past,  pedagog,  plow,  possesst,  practise,  prefixt,  prest,  pretense, 
primeval,  profest,  program,  prolog,  propt,  pur,  quartet,  rapt,  recognize,  rime, 
ript,  rumor,  savior,  scepter,  silvan,  sipt,  sithe,  skilful,  skipt,  slipt,  smolder, 
snapt,  somber,  specter,  splendor,  stedfast,  stept,  stopt,  stript,  suffixt,  sulfur, 
supprest,  surprize,  tapt,  theater,  tho,  thoro,  thorofare,  thoroly,  thru,  thruout, 
tipt,  topt,  tost,  trapt,  traveler,  tript,  valor,  vext,  vigor,  washt,  whipt,  wilful, 
wisht,  wo,  woful,  woolen,  wrapt. 


PROBLEMS 

I.  Every  business  student  should  know  how  to  pronounce,  how  to  spell,  how  to 
define  the  words  in  the  following  review  list : 

abacus  amanuensis 

acceptance  annuitant 

accompt  annuity 

accredit  antedate 

acknowledgment  apprentice 

actuary  appropriation 

addressograph  arbitrage 

adjuster  arbitrament 

advocate  arbitration 

agent  archive 

aggregate  are 


assay 

ban 

assess 

bank 

assets 

bankruptcy 

assurance 

bank-note 

attach^ 

bargain 

auction 

barter 

audit 

bazaar 

bagman 

beadle 

balance 

bear 

bale 

bearer 

ballast 

beat 

52 


THE  ENGLISH  OF   COMMERCE 


bid 

change 

damage 

emolument 

bill 

charge 

data 

employee 

blotter 

charter 

day-book 

emporium 

bogus 

check 

deadweight 

enclosure 

bonanza 

cipher 

deal 

encyclical 

bond 

clerical 

debenture 

endorse 

bonded 

clientele 

debit 

endowment 

bonus 

code 

decimate 

enfranchise 

boodle 

coinage 

decedent 

enterprise 

booking 

colporteur 

declaration 

entrepot 

boom 

commission 

decrement 

equable 

boot 

commodity 

defalcation 

equate 

borrow 

comprador 

deficit 

equitable 

bounty 

comptroller 

defraud 

estimate 

bourse 

controller 

defray 

excelsior 

boycott 

concern 

defunct 

exchange 

brand 

concession 

delicatessen 

exchequer 

breakage 

consignee 

delinquent 

excise 

brocage 

consignment 

demonetize 

execute 

broker 

consolidation 

demurrage 

exorbitant 

brokerage 

consul 

deposit 

export 

break 

contraband 

depository 

expose 

bull 

contract 

depot 

extension 

bullion 

cooper 

depreciation 

fabricant 

bursar 

cooperation 

deputy 

fabricate 

buyer 

copartnership 

development 

factor 

call 

copyright 

directorate 

factorage 

campaign 

corner 

disburse 

factotum 

canvas 

corporation 

discount 

fee 

canvass 

cost 

disfranchise 

feud 

capacity 

costermonger 

dishonor 

fiduciary 

capital 

council 

display 

field 

capitol 

counsel 

dividend 

file 

carat 

countermand 

docket 

finance 

carman 

countersign 

draft 

firkin 

carriage 

counting-house 

drawee 

first-rate 

carrier 

coupon 

drawer 

firm 

carry 

courier 

drayage 

fiscal 

cartage 

covenant 

drygoods 

fixtures 

cartel 

cover 

due-bill 

flesh  monger 

cash 

credential 

dun 

float 

cash-book 

credit 

duplicator 

floorage 

cashier 

curator 

duty 

floor-walker 

centigrade 

custom 

effects 

folio 

certify 

cut 

emigrant 

foolscap 

THE  BUSINESS  WORD 


53 


foot 

import 

lessee 

monometalism 

forage 

inclosure 

lessor 

monopoly 

foreclose 

income 

letterhead 

morale 

foreman 

incorporate 

licence 

mortgage 

forfeit 

increment 

license 

mortgagee 

forum 

incumbent 

lien 

mortgagor 

footing 

indorse 

limited 

mountebank 

foundation 

industry 

limousine 

mugwump 

foundry 

ingot 

line 

mulct 

franchise 

initiative 

liquidation 

multure 

freightage 

insert 

liter 

municipal 

gain 

insignia 

lockage 

municipality 

gallon 

insolvency 

lockout 

naphtha 

garage 

instalment 

loft 

negotiate 

gerrymander 

insurance 

longs 

newsstand 

gin 

interest 

longshoreman 

nominal 

going 

inventory 

lot 

nonesuch 

go-between 

invoice 

luggage 

note 

graft 

issue 

make 

numismatic 

gram 

item 

makeweight 

nurl 

greenback 

itinerary 

manager 

nursery 

grocery 

jerquer 

mandate 

offer 

gross 

jetsam 

manipulator 

omnibus 

guaranty 

jettison 

manufacture 

onus 

guinea 

jobber 

manumit 

operator 

haberdasher 

joiner 

marconigram 

option 

hall-mark 

journal 

margin 

order 

hand 

journeyman 

marketable 

ordinance 

handbill 

judgment 

matrix 

ordnance 

haulage 

junk 

mature 

organ 

hawker 

juxtaposition 

maximum 

organize 

hazard 

keep 

memorandum 

outgo 

hedge 

keg 

merchandise 

outpost 

hogshead 

key 

merger 

output 

holder 

kit 

messuage 

outright 

holograph 

laity 

meter 

overbalance 

home-made 

lampoon 

middleman 

overdraw 

hong 

landau 

middlings 

overdue 

honor 

largess 

mil 

overhead 

horse-power 

layman 

mill 

overplus 

house 

layout 

mimeograph 

overproduction 

huckster 

leader 

minimum 

pact 

husbandry 

lease 

mintage 

paper 

hypothesis 

ledger 

monetary 

par 

immigrant 

legitimate 

monger 

partner 

54 


THE  ENGLISH  OF   COMMERCE 


party 

quire 

settlement 

tallyman 

patent 

quotation 

shade 

talon 

pawn 

quote 

share 

tare 

pawnbroker 

rackrent 

ship 

tariflF 

payee 

rating 

shipment 

telegraphic 

pecuniary 

realize 

shop 

telemeter 

pedler 

realty 

shoplifting 

teller 

percentage 

ream 

shopworn 

tenor 

perquisite 

rebate 

short 

terminal 

petition 

receipt 

shortsale 

terminus 

piecework 

receiver 

sight 

terms 

pinchbeck 

reckoning 

signatory 

ticker 

pittance 

recoup 

signature 

tickler 

plant 

refund 

simony 

tierce 

pledge 

reimburse 

slaughter 

tolls 

policy 

remnant 

slump 

tonneau 

pool 

remittance 

smart-money 

trackage 

post 

remonetize 

solvent 

trade 

postdate 

rent 

solvency 

trade-mark 

poster 

representative 

sovereign 

transship 

pottery 

reserve 

specialty 

truckage 

precis 

residuum 

specie 

tun 

premium 

retail 

speculator 

turnover 

presswork 

revenue 

stake 

underlease 

prestige 

ring 

staple 

undertenant 

prime 

risk 

statistics 

underwriter 

principal 

royalty 

stevedore 

unship 

principle 

run 

stipend 

usury 

priority 

runabout 

stock 

value 

proceeds 

runner 

stock-broker 

vendor 

profit 

sabotage 

stock-jobber 

vendue 

profiteer 

sale 

stock  taking 

venture 

promoter 

sample 

stone 

void 

propaganda 

satisfy 

storage 

voucher 

proprietary 

scalper 

store 

wagonage 

prospectus 

schedule 

strait 

waiver 

provender 

scoop 

stub 

wallet 

proxy 

scrip 

sublet 

wares 

publicity 

scrivener 

subscribe 

warrant 

purchase 

second-hand 

subsidy 

warranty 

push 

seconds 

superfine 

water 

quarter-day 

securities 

surcharge 

wholesale 

quarterly 

security 

syndicate 

wire 

questionnaire 

service 

systematize 

withhold 

queue 

settle 

tally 

yearbook 

THE   BUSINESS  WORD  55 

2.  Tell  in  as  few  but  as  accurate  words  as  possible  what  you  consider  to  be  the 
chief  value  of  the  content  under  each  of  the  section  headings  in  this  chapter: 

Introduction 
SECTION  I— Word  Groups 

PROBLEMS 

SECTION  2— Word  Classes 

PROBLEMS 

SECTION  3— Accuracy 
Propriety 

PROBLEMS 

SECTION  4— Anglo-Saxon 
Latin 

PROBLEMS 

SECTION  5— Name  Words 
Picture  Words 
Motion  Words 
Explanatory  Words 
Connecting  Words 
Emotion  Words 

PROBLEMS 

SECTION  6— The  Hyphen 
The  Capital 
The  Apostrophe 

PROBLEMS 

SECTION  7— Pronunciation 

PROBLEMS 

SECTION  8— Spelling 

PROBLEMS 


CHAPTER  II 

THE  BUSINESS  SENTENCE 

Turn  your  sentences  completely. 

Yet  concisely  and  concretely, 

Round  them  out  with  meaning  richly  fraught; 

Let  each  phrase  and  clause  entrusted 

With  your  message,  he  adjusted 

Nicely  and  exactly  to  your  thought. 

Introduction. — The  burden  of  responsibility  in  expression  rests 
upon  the  sentence.  The  word  aids  the  sentence  in  building  up  the 
expression  of  thought.  The  paragraph  aids  the  sentence  in  group- 
ing and  arranging  the  expression  of  thought.  The  sentence  itself  is 
the  basic  medium  whereby  writers  and  speakers  convey  their  thought 
to  others.  A  single  wrong  word  in  a  sentence  may  yet  leave  the  sen- 
tence perfectly  clear,  though  its  meaning  will  not  be  grasped  as 
quickly  as  that  of  a  sentence  in  which  every  word  is  exact.  Sen- 
tences may  be  grouped  awkwardly  into  paragraphs,  yet  if  they  are 
themselves  correctly  worded  and  constructed,  the  bad  paragraphing 
will  retard,  not  prevent,  understanding.  But  sentences  badly  con- 
structed within  themselves — sentences  in  which  the  relation  of  parts 
is  not  carefully  adjusted — are  likely  either  not  to  be  understood  at 
all  or  to  convey  a  meaning  different  from  the  one  intended. 

Long,  involved  sentences  have  no  place  in  business  expression. 
The  case  may  be  different  in  literary  and  philosophical  expression. 
This  presupposes  leisure  and  reflection  on  the  part  of  the  reader.  It 
is  written  principally  to  provoke  thought  and  meditation  or  to  pro- 
vide entertainment.  Business  literature  is  written  principally  to 
inspire  action.  It  does  not  presuppose  the  leisurely  atmosphere  of 
the  library.  It  is  not  constructed  for  the  analytical  cogitations  of  a 
literary  or  philosophic  hermit.  It  is  for  the  most  part  written  under 
high  pressure  and  read  under  high  pressure.  It  must  be  so  written, 
therefore,  as  to  be  understood  quickly,  easily,  and  unmistakably. 

56 


58  THE  ENGLISH  OF  COMMERCE 

This  may  be  achieved,  in  one  way,  by  keeping  the  business  sen- 
tence short  and  concise,  by  making  it  say  as  much  as  possible  in  as 
few  words  and  in  as  simple  construction  as  possible.  The  short  busi- 
ness sentence  saves  time  for  everybody  who  has  to  do  with  it.  It 
may  be  achieved,  in  another  way,  by  keeping  the  business  sentence 
clear,  by  allowing  no  unnecessary  words  or  phrases  to  blur  and  bungle 
the  meaning  or  to  crowd  out  the  central  idea.  The  clear  business 
sentence  preserves  the  patience  of  everybody  who  has  to  do  with  it. 
It  may  be  achieved,  in  a  third  way,  by  keeping  the  business  sentence 
correct,  by  having  words  and  phrases  and  clauses  placed  in  proper 
relationship,  so  that  there  may  be  no  doubts  or  misunderstandings. 
The  correct  business  sentence  commands  the  respect  of  everybody 
who  has  to  do  with  it.  In  fine,  the  business  sentence  should  be  not 
only  so  clear  and  correct  and  concise  that  it  may  be  understood, 
but  so  clear  and  correct  and  concise  that  it  must  be  understood  and 
induce  proper  action. 

It  is  frequently  the  case  in  business  writing  that  a  sentence  is  a 
sentence  as  the  result  of  what  it  implies  rather  than  by  virtue  of 
conventional  construction.  Hence,  a  single  word  or  phrase  or  clause 
may  be  permitted  to  do  the  work  of  a  whole  sentence.  It  may  be 
depended  upon  to  do  this  efficiently,  provided  the  meaning  can  be 
clearly  inferred,  provided  the  reader  has  no  difficulty  in  implying  the 
full  sentence  meaning  conveyed.  It  is  not,  perhaps,  a  method  to  be 
recommended  unqualifiedly  to  young  writers.  Yet,  it  is  the  char- 
acteristic style  of  conversation  and  it  is  a  valuable  device  for  both 
emphasis  and  economy.  To  speak  always  in  complete  sentences  is 
neither  natural  nor  customary.  It  may  be  more  natural  and  custom- 
ary to  write  always  in  complete  sentences,  but  it  is  by  no  means 
always  necessary.  To  insist  upon  complete  sentence  answers  in 
reply  to  questions  is  very  often  to  encourage  a  stilted  and  extrava- 
gant style  of  expression.  There  are  still,  however,  many  people  who 
make  a  fetish  of  the  complete  sentence — but  they  are  not  business 
people.  The  following  is  an  example  typical  of  much  current  busi- 
ness expression: 

— Just  a  word: 

— Show  a  boy  a  new  baseball. 

— ^Then  what? 


I 


THE   BUSINESS  SENTENCE  59 

— Why,  he  simply  must  toss  it  in  the  air  or  bounce  it  on  the  pave- 
ment. 

— Just  another  word: 

— Show  a  girl  a  new  hat. 

—What  then? 

— Why,  she  simply  must  try  it  on  and  look  at  herself  in  the  mirror. 

— And  now  just  one  word  more: 

— Show  me  a  good  reason  for  buying  your  goods,  and,  like  the  boy  with 
the  ball  and  the  girl  with  the  hat,  I  shall  want  to  act. 

—Right  ? 

"The  turn  of  a  sentence,"  said  Jeremy  Bentham,  "has  decided 
the  fate  of  many  a  friendship,  and,  for  aught  that  we  know,  the  fate 
of  many  a  kingdom."  If  he  were  Hving  today  he  might  add,  "and 
also  of  many  a  business  estabhshment." 

SECTION  9 

Phrase. — A  phrase  is  a  group  of  words  properly  related  to  each 
other  but  having  neither  subject  nor  predicate,  and  thus  not  express- 
ing a  complete  thought.  Though  it  conveys  but  a  partial  thought,  a 
phrase  may,  as  pointed  out  in  the  introduction  to  this  chapter^ 
imply  a  complete  thought,  and  in  the  language  of  advertising  and 
salesmanship  it  may  often  stand  for  a  sentence.  A  prepositional 
PHRASE  is  one  that  is  introduced  by  a  preposition:  For  sale.  An 
INFINITIVE  PHRASE  is  One  that  is  introduced  by  an  infinitive:  To  sell 
goods.  A  PARTICIPIAL  PHRASE  is  One  that  is  introduced  by  a  parti- 
ciple: Selling  goods.  But  a  phrase  may  be  introduced  by  other  parts' 
of  speech  as  well;  for  example,  Wanted — A  Boy ;  Tickets  to  the  right; 
Alwnys  ready ;  Ice,  Coal,  and  Wood;  Good  Roads. 

A  phrase  used  to  modify  a  noun  or  a  pronoun  is  called  an  adjec- 
tive phrase;  used  to  modify  a  verb,  an  adverb,  or  an  adjective,  it  is 
called  an  adverbial  phrase;  used  in  place  of  a  noun  in  any  substan- 
tive relation  whatever,  it  is  called  a  noun  phrase.  Phrases  are 
more  commonly  used  as  modifiers  than  as  substantives. 

In  constructing  a  phrase  for  advertising  purposes,  care  must  be 
taken  to  have  the  rest  of  the  sentence  of  which  it  is  a  part  clearly 
suggested  -and  understood.     The  phrase  must  enable  the  reader  to 


60  THE  ENGLISH  OF  COMMERCE 

furnish  in  his  mind  the  wording  of  the  complete  sentence.  This  may 
sometimes  be  done  by  means  of  a  picture  that  has  a  phrase  for  a 
caption.  It  may  be  done  by  playing  up  in  large  special  type  the 
name  of  the  commodity  to  which  the  phrase  belongs.  The  phrase 
His  Master's  Voice  is  always  accompanied  with  the  picture  of  a  dog 
pricking  up  his  ears  before  the  Victrola.  The  full  sentence  is  again 
clearly  implied:  The  dog  recognizes  his  master's  voice  in  the  Victrola. 
The  phrase  Absolutely  Pure  appears  in  company  with  the  picture  of 
a  tin  of  Royal  Baking  Powder,  prominently  labeled  with  these  words. 
The  complete  sentence  is  clearly  implied:  Royal  Baking  Powder  is 
absolutely  pure.  The  principal  word  in  a  phrase  should  be  a  short, 
simple  one,  and  the  business  phrase  as  a  unit  of  expression  should 
have  an  agreeable  rhythmic  swing  so  that  it  may  be  easily  remem- 
bered. 

Clause. — A  clause  is  a  group  of  words  having  a  subject  and  a 
predicate,  and  forming  a  part  of  a  sentence.  If,  standing  alone,  it 
makes  complete  sense  without  depending  on  any  other  part  of  a 
sentence,  it  is  called  an  independent  or  principal  or  co-ordinate 
CLAUSE.  If,  standing  alone,  it  does  not  make  complete  sense,  but 
depends  upon  some  other  part  of  a  sentence  for  its  complete  meaning, 
it  is  called  a  dependent  or  subordinate  clause.  The  following  are 
independent  clauses:  And  they  thought  we  wouldn't  fight !. . .  It  is  safe; 
it  is  good;  it  is  reasonable.  The  following  are  dependent  clauses: 
When  the  boys  come  home. . . .  The  thing  that  mak6s  value  in  a  motor. 
. . .  When  you  use  Firestone. . . .  Where  the  Scot  Mints  are. 

Independent  clauses,  as  well  as  words  and  phrases  of  equal  rank, 
are  connected  by  means  of  co-ordinate  connectives.  These  con- 
nectives indicate  four  general  relationships: 

Additive  — and,  also,  moreover,  likewise,  besides,  furthermore. 

Contrasting  — but,  yet,  nevertheless,  notwithstanding,  still,  however. 

Resulting  — so,  hence,  therefore,  consequently,  thus. 

Correlative  — either-or,  neither-nor,  both-and,  not  only-but  also,  and-therefore. 

Dependent  clauses,  or  other  dependent  elements,  are  connected 
with  independent  ones  by  means  of  subordinate  connectives.  These 
may  be  relative  pronouns,  who^  which,  (what)^  that^  or  the  first  three 


THE  BUSINESS  SENTENCE  6l 

of  these  used  as  interrogative  pronouns.  They  may  be  adverbial 
conjunctions  indicating: 

Time  — when,  while,  as,  since,  until,  after,  before,  whenever. 

Place  — where,  whither,  whence,  and  their  compounds. 

Manner  — as,  how. 

Reason  — as,  because,  since,  for,  why. 

Condition  — if,  unless. 

Conclusion  — though,  although. 

Comparison  — than,  as. 

Purpose  — lest,  that. 

Result  — that. 

That  is  also  sometimes  called  a  substantive  conjunction  In  Its  use 
as  a  word  of  introduction  to  noun  clauses. 

A  clause  used  to  modify  a  noun  or  a  pronoun  is  called  an  adjec- 
tive clause;  used  to  modify  a  verb,  an  adverb,  or  an  adjective,  it  is 
called  an  adverbial  clause;  used  in  place  of  a  noun,  as  subject  or 
object,  or  in  any  other  substantive  relation,  it  is  called  a  noun  clause. 

Clauses  are  less  frequently  used  as  advertising  slogans  than 
phrases  and  sentences.  When  they  are  so  used,  however,  the  rules 
above  stated  for  constructing  advertising  phrases  should  be  observed. 
The  same  completeness  should  be  clearly  suggested  or  implied.  The 
same  rhythmic  and  agreeable  combinations  should  be  aimed  at. 

Sentence. — A  sentence  is  a  group  of  words  containing  a  sub- 
ject and  a  predicate,  and  expressing  a  complete  thought.  The  sub- 
ject of  a  sentence  is  that  about  which  the  sentence  expression  is 
made.  The  predicate  of  a  sentence  is  that  which  asks,  asserts,  or 
commands  something  pertaining  to  the  subject.     In  this  sentence 

The  promotion  of  the  secretary  was  approved  by  every  one  in  the  office. 

promotion  is  the  simple  subject  and  was  approved  is  the  simple 
PREDICATE.  The  promotion  of  the  secretary  is  the  complete  subject 
and  was  approved  by  every  one  in  the  office  is  the  complete  predi- 
cate. Of  the  secretary  is  an  adjective  phrase  modifying  promotion; 
by  every  one  is  an  adverbial  phrase  modifying  was  approved;  in  the 
office  is  an  adjective  phrase  modifying  one. 


62  THE   ENGLISH   OF   COMMERCE 

In  addition  to  being  classified  according  as  they  are  long  or  short, 
sentences  are  also  classified  as  follows: 

I.    AS  TO  meaning- 
Declarative     — a  sentence  that  makes  a  statement  or  declaration:  Ajax 
Tires  wear  well. 

Interrogative  — a  sentence  that  asks  a  question:  What  is  the  price  of  the 
Hercules  Stump  Puller  ? 

Imperative  — a  sentence  that  expresses  a  command:  Direct  this  man  to 
the  Vulcan  Iron  Works. 

Exclamatory    — a  sentence  that  expresses  strong  feeling:  What  a  wreck  it  is  I 

II.     AS  TO  form- 
Simple  — a  sentence  that  contains  but  one  subject  and  one  predi- 
cate, either  of  which  may  be  compound;  it  may  not  con- 
tain any  dependent  clauses:  Atlas  White  Cement  gives 
satisfaction. 

Compound  — a  sentence  that  contains  two  or  more  independent  clauses; 

it  may  not  contain  any  dependent  clauses:  The  Thor 
Washing  Machine  not  only  saves  labor,  but  it  cleanses 
soiled  clothing  perfectly. 

Complex  — a  sentence  that  contains  one  independent  clause  and  one 

or  more  dependent  clauses:  If  you  are  looking  for  Phcenix 
Hosiery,  you  will  find  it  at  the  opposite  counter. 

Compound-Complex — a  sentence  that  contains  two  or  more  independent 
clauses  and  one  or  more  dependent  clauses:  This  is  a  good 
plug,  but  the  one  that  we  recommend  especially  is  the 
Titan  Spark  Plug. 

Any  of  these  four  kinds  of  sentences  may  be  declarative,  interrog- 
ative, imperative,  or  exclamatory.  The  elements  of  your  thought 
alone  can  tell  you  when  to  use  a  simple  sentence,  a  compound  sen- 
tence, a  complex  sentence,  or  a  compound-complex  sentence.  Take, 
for  example,  the  following  thought  elements: 

The  salesmen  were  rushing  through  the  aisles. 

The  gongs  were  sounding  harshly. 

There  was  confusion  everywhere  in  the  building. 


THE   BUSINESS  SENTENCE  63 

These  simple  declarative  statements  all  relate  to  one  situation  and 
the  three  are  equally  important.  They  should  therefore  be  combined 
into  one  compound  sentence: 

The  salesmen  were  rushing  through  the  aisles,  the  gongs  were  sounding  harshly, 
and  there  was  confusion  everywhere  in  the  building. 

Note  again  that  in  the  following  the  two  clauses  in  each  sentence 
are  of  equal  value,  and  hence  the  form  of  sentence  employed  is  com- 
pound. The  first  sentence  denotes  addition;  the  second,  contrast; 
the  third,  result. 

The  Mercury  pattern  suited  her  best.     It  was  cheaper. 

The  Mercury  pattern  suited  her  best;  moreover,  it  was  cheaper. 

The  Venus  Hooks  and  Eyes  are  stronger.     These  hooks  and  eyes  are  smaller. 
The  Venus  Hooks  and  Eyes  are  stronger,  but  these  are  smaller. 

He  devoted  years  to  perfecting  the  Mastodon.     It  is  today  therefore  the 

standard  tractor  wheel. 
He  devoted  years  to  perfecting  the  Mastodon,  and  it  is  therefore  today  the 

standard  tractor  wheel. 

In  the  following,  however,  you  will  find  that  one  of  the  thought 
elements  is  more  important  than  the  others,  and  that,  therefore,  the 
three  have  to  be  combined  in  a  complex  or  subordinated  relationship. 

He  bought  Jupiter  matches. 

He  had  used  them  before. 

They  had  always  been  satisfactory. 

These  three  simple  declarative  statements  all  relate  to  one  sit- 
uation. But  they  are  not  equally  important.  The  unimportant 
thought  elements  should  therefore  be  subordinated  to  dependent 
clauses : 

He  bought  Jupiter  matches  because  he  had  used  them  before  and  found  them 
satisfactory. 

One  of  the  complex  elements  above  may  be  subordinated  still  further 
by  reducing  it  to  a  phrase: 

He  bought  Jupiter  matches  because  he  had  used  them  before,  always  with  satis- 
faction. 


64  THE   ENGLISH   OF   COMMERCE 


I 


By  changing  the  wording  sHghtly  the  sentence  may  also  be  made 
to  read  as  follows.  Note  in  all  of  these  readings,  however,  that  the 
principal  thought  element  remains  in  the  independent  clause;  the 
subordinate  thought  element,  in  the  dependent  clause: 

He  bought  Jupiter  matches  because  they  had  always  given  him  satisfaction 
before. 

or 

He  bought  Jupiter  matches  because  they  had  always  proved  satisfactory  before. 

For  the  sake  of  economy  and  directness  a  complex  sentence  should 
be  kept  to  its  lowest  terms,  but  completeness  must  never  be  sacrificed 
in  condensing  or  combining  the  thought  elements.  The  exact  rela- 
tionship among  the  thought  elements  must  likewise  be  retained  in 
making  the  condensation.  The  dependent  clause  in  the  above  sen- 
tences is  always  an  adverbial  clause  of  reason.  Make  the  dependent 
clause  adjective,  and  you  convey  a  different  meaning: 

He  bought  Jupiter  matches  which  he  had  always  found  satisfactory  before. 

HI.  AS  TO  arrangement- 
Loose  — a  sentence  that  may  be  completed  before  the  end  is  reached 
and  yet  convey  a  complete  thought:  He  decided  to  buy  some- 
thing more,  after  I  had  wrapped  his  parcel,  and  so  I  was  obliged 
to  unwrap  and  rewrap.  In  this  sentence  the  grammatical 
construction  is  completed  with  the  words  more,  parcel,  and 
unwrap.  A  period  may  be  placed  after  any  one  of  these 
words,  and  the  preceding  group  of  words  will  form  a  complete 
sentence.  The  sentence  may,  in  other  words,  be  brought  to 
a  close  at  some  point  before  the  actual  conclusion  is  reached. 
Periodic  — a  sentence  that  may  not  be  completed  before  the  end  is  reached, 
without  leaving  the  thought  incomplete :  After  I  had  wrapped 
his  parcel,  he  decided  to  buy  something  more.  At  no  one  point 
before  the  end  of  this  sentence  could  you  place  a  period  and 
have  a  complete  sentence-thought  preceding  it.  We  do  not 
know  until  we  reach  the  very  last  word  what  the  meaning 
really  is  to  be.  The  word  different  might  follow  something. 
Periodic  sentences  differ  in  degree.  This  illustration  is 
perfectly  periodic.  A  sentence  is  called  periodic,  however, 
when  the  meaning  is  not  complete  until  the  latter  part  is 
reached.     If  the  general  arrangement  of  the  thought  expres- 


1 


THE   BUSINESS  SENTENCE  65 

sion  is  such  as  to  postpone  the  complete  meaning  until  the 
end  is  almost  reached,  the  sentence  is  periodic  to  a  degree. 
Thus  the  parts  of  a  loose  sentence  may  be  arranged  periodi- 
cally. If  a  phrase  or  a  dependent  clause  stands  before  the 
word,  phrase,  or  clause  it  modifies,  it  is  in  periodic  position. 
Any  position  of  sentence  parts  that  tends  to  suspend  thought 
is  a  periodic  arrangement. 
Balanced — a  sentence  in  which  similar  ideas  are  expressed  in  similar  or 
parallel  constructions.  The  parts  balanced  may  be  words, 
phrases,  or  clauses.  When  the  balance  or  parallelism  in- 
dicates a  closely-cut  contrast,  it  is  called  antithesis:  To 
make  it  right  just  hold  it  tight.  .  .  .  For  breakfast  or  luncheon; 
for  dinner  or  tea. . .  .  Buying  is  scientific  taking;  selling  is 
scientific  giving. 

An  excess  of  loose  sentences  makes  a  composition  choppy  and 
disconnected.  The  continuous  use  of  such  connectives  as  and,  hutj 
so,  for,  a  common  fault  in  speech,  causes  loose  construction  and  results 
in  confusion.  Care  must  be  exercised  in  writing  a  loose  sentence 
not  to  crowd  into  it  ideas  that  have  little  or  no  bearing  upon  the 
main  idea  of  the  sentence. 

Caution  is  necessary,  too,  in  writing  periodic  sentences.  They 
tend  to  become  too  long  and  involved,  to  carry  suspense  too  far, 
and  thus  to  force  the  reader  to  re-read  them  in  order  to  establish 
clear  relation  of  parts.  The  philosopher's  sentence  may  be  a  long, 
periodic  construction  that  demands  pondering.  The  business  man's 
sentence  should  rarely  be.  Do  not  make  use  of  too  many  phrases 
and  dependent  clauses  before  you  introduce  the  subject  and  predicate 
of  the  independent  clause  in  a  periodic  sentence.  Do  not  aim  to 
construct  sentences  that  are  periodic  to  the  last  syllable.  If  they  are 
periodic  to  a  degree,  they  will  do  their  best  work  for  you  in  business 
writing. 

Balanced  sentences  are  much  used  in  business  expression.  They 
have  "catch"  value  and  are  easily  impressed  upon  the  average  mind. 
But  they  should  not  be  made  too  fine  or  too  clever.  If  they  are,  they 
will  be  remembered  for  their  construction  only  instead  of  for  the 
ideas  they  express. 

Sentences  are  much  used  for  business  slogans  and  mottoes.  They 
should  always  be  short  and  pointed,  and,  like  phrases  and  clauses, 


66  THE  ENGLISH   OF  COMMERCE 

should  have  a  rhythmic  swing  and  an  agreeable  sound.  They  should 
be  simple  in  construction.  The  imperative  sentence  is  rarely  a  good 
advertising  sentence,  because  of  its  commanding  tone  (the  examples 
on  page  95  are  notable  exceptions  to  this  rule).  But  practically  all 
of  the  foregoing  kinds  of  sentences  may  be  found  in  advertisements 
at  the  present  time. 

PROBLEMS 

1.  Compose  appropriate  advertising  phrases  for  certain  of  your  school  activities. 
Give  them  a  "catchy"  tone;  make  each  one  imply  clearly  a  full  sentence  meaning; 
word  each  so  that  it  may  be  easily  remembered. 

2.  Compose  ten  compound  sentences  in  which  relationship  between  clauses  is 
indicated  successively  by  the  following  words: 

and,  therefore,  hence,  moreover,  but,  however,  nevertheless,  consequently, 
not  only  .  .  but  also,   besides. 

3.  Compose  complex  sentences  illustrating  the  various  relationships  mentioned 
on  page  61,  and  based  upon  the  business  phases  of  your  school,  such  as,  club  dues, 
management  of  games,  purchase  of  books,  co-operative  shops  and  services.  Make 
each  sentence  as  periodic  as  possible. 

4.  Compose  compound  sentences  contrasting  in  each  successively  the  following 
pairs  of  words.    Aim  to  make  your  sentences  balanced  in  arrangement. 

Vocation  and  avocation;  reputation  and  character;  business  and  industry;  typist 
and  stenographer;  dress  and  appearance;  manners  and  bearing;  tidiness  and  fop- 
pishness; clerk  and  salesman;  display  and  exhibit;  compliment  and  flattery. 

5.  Compose  compound  sentences  based  successively  upon  the  following  sugges- 
tions. In  the  first  clause  imagine  a  situation  suggested  by  the  first  word.  In  the 
second  clause,  indicate  the  result  suggested  by  the  second  word : 

Idleness,  poverty;  dishonesty,  imprisonment;  industry,  success;  thrift,  wealth; 
patriotism,  position;  advertisement,  sales;  miserliness,  friendlessness;  courtesy, 
promotion;  merit,  reward;  explanation,  purchase. 

6.  Reduce  the  following  complex  sentences  to  simple  sentences: 

(i)  He  sold  the  goods  while  I  was  out. 

(2)  He  was  promoted  because  he  had  made  such  an  excellent  record. 

(3)  Though  he  had  been  ill,  his  business  was  carried  on  as  usual. 

(4)  When  he  arrived  at  the  office  he  found  all  in  confusion. 

(5)  He  believes  that  the  salesman  is  innocent. 

(6)  The  salesman  who  is  courteous  makes  most  sales. 

(7)  The  advertisement  that  is  illustrated  pays  best. 

(8)  He  left  the  office  every  night  as  the  clock  was  striking  six. 


THE   BUSINESS  SENTENCE  67 

7.  Add  independent  clauses  to  the  following,  making  complete  sentences: 
(i)    because  I  saw  the  price  tag. 

(2)  when  he  entered  the  office. 

(3)  though  it  looked  very  well  in  the  window. 

(4)  if  they  hold  a  special  sale. 

(5)  wherever  there  is  a  spot. 

(6)  because  the  cartage  is  so  expensive. 

(7)  who  sold  it  to  me. 

(8)  that  he  would  not  buy  it. 

(9)  which  amounted  to  my  commission. 

(10)  unless  you  wish  to. 

8.  Combine  the  thought  elements  in  each  of  the  following  groups  into  a  complex 
or  a  compound-complex  sentence:  (i)  He  lost  his  keys.  He  missed  his  train.  He 
was  late  at  the  office.  He  was  delayed  by  the  postman.  He  was  annoyed.  (2) 
The  sale  was  announced.  People  were  interested.  The  stock  was  well  displayed. 
Salesmen  were  ready.  Fire  broke  out  in  the  store.  (3)  It  is  a  large  establishment. 
It  employs  thousands  of  people.  It  advertises  widely.  It  houses  its  workers.  It 
pays  high  wages.  (4)  The  car  runs  easily.  It  carries  seven  passengers.  It  is  a 
twin-six.  A  child  can  operate  it.  The  special  feature  is  its  engine.  (5)  The  adver- 
tisement is  attractive.  The  wording  is  easily  remembered.  The  coloring  is  exact. 
It  covers  a  large  space.  It  does  not  impress  me.  (6)  He  was  polite.  I  did  not 
like  the  goods.  He  talked  but  little.  He  answered  all  my  questions.  It  was  not 
what  I  wanted.  I  bought  it.  (7)  It  was  just  my  style.  I  had  looked  everywhere 
for  it.  I  couldn't  have  been  better  suited.  She  was  not  attentive  and  courteous. 
I  did  not  buy.  (8)  The  train  was  late.  The  shipment  was  delayed.  The  sale  was 
postponed.  Money  was  lost.  Salesmen  were  discharged.  (9)  Their  business 
methods  were  at  fault.  They  were  honest  and  agreeable.  They  were  popular 
with  all.  They  had  a  fine  shop.  They  failed.  (10)  We  attended  the  exposition. 
We  decided  not  to  buy  anything.  We  dined  at  the  casino.  The  display  of  cakes 
was  extraordinary.     We  changed  our  minds. 

9.  Give  three  answers  to  each  of  the  following  questions.  Annex  your  answers 
to  the  question  in  each  case,  and  explain  the  kind  of  sentences  thus  made:  Why 
do  you  want  to  be  a  salesman  ?  Why  do  you  believe  in  advertising  ?  How  should 
a  business  girl  dress?  How  should  young  people  in  business  behave?  What 
constitutes  courtesy  in  a  business  office  ?  Why  is  a  typist  necessary  to  a  business 
office?  Why  should  you  like  to  be  an  employment  manager?  What  three  aims 
have  you  in  studying  business  English? 

10.  The  following  phrases  were  widely  used  in  advertising  at  the  time  this  book 
was  published.  Show  that  each  one  is  a  good  business  phrase.  Point  out  the  prin- 
cipal word  in  each  one.  Add  to  each  one  so  that  it  stands  naturally  in  the  sentence 
that  its  meaning  implies: 

(i)  After  meals.  (2)  Absolutely  dustproof.  (3)  Good  as  gold.  (4)  At  your 
service.     (5)  Between    the    acts.     (6)  Twice    the    wear.     (7)  Safe-tea    first.     (8) 


68  THE   ENGLISH   OF   COMMERCE 

Smooth  as  silk.  (9)  Rich  as  gold.  (10)  Sealed  tight — kept  right.  (11)  Simple, 
strong,  and  durable.  (12)  Better  and  cheaper.  (13)  The  nation's  drink.  (14) 
A  foe  of  pain.  (15)  Clear  as  a  bell. '  (16)  For  the  wise.  (17)  Spic  and  span.  (18) 
Cool  and  refreshing.  (19)  Time  to  re-tire.  (20)  From  factory  to  foot.  (21)  The 
busy  cleaner.  (22)  Truly  a  cigar.  (23)  Listen  and  learn.  (24)  His  master's 
voice.  (25)  For  all  purposes.  (26)  Simply  fascinating.  (27)  Just  as  good.  (28) 
The  makings  of  a  nation.  (29)  A  health  trip.  (30)  Daintily  perfumed.  (31) 
Dirt  chaser.  (32)  Lemons  for  usefulness.  (33)  Easy  to  fill.  (34)  For  the  skin. 
(35)  Sealect  Brand.  (36)  57  varieties.  (37)  Simple  and  convenient.  (38)  The 
health  soap.  (39)  The  safe  antiseptic.  (40)  Quality  and  quantity.  (41)  Na- 
tional joy  smoke.  (42)  Not  a  substitute.  (43)  The  unsweetened  food.  (44)  The 
sign  of  perfection.  (45)  The  way  to  better  light.  (46)  Little  cigars — all  tobacco. 
(47)  20  selections.  (48)  Over  fifty  years  the  standard.  (49)  Good  fruit — good 
preserves.  (50)  A  straw  for  everybody.  (51)  The  Paris  shops  of  America.  (52) 
Heart  of  the  dessert.  (53)  Without  a  dollar's  loss  to  any  investor.  (54)  Ready 
to  set  up.  (55)  The  smoke  of  the  red,  white,  and  blue.  (56)  From  a  fairy  garden. 
(57)  The  car  of  no  regrets.  (58)  Five  helpings,  five  cents.  (59)  The  all  year  soft 
drink. 

(60)  As  strong  as  the  Rock  of  Gibraltar.  (61)  The  new  bifocal  auto  lens. 
(62)  A  drink  for  all  ages.  (63)  A  relishing  health  and  satisfying  drink.  (64)  All 
through  life.  (65)  The  oil  for  all  types  of  autos.  (66)  The  Virginian  cigarette. 
(67)  The  general  all  around  cleanser.  (68)  Aluminum  crockery.  (69)  The  Turk- 
ish blend.  (70)  The  beau  of  health.  (71)  The  new  lapel  front.  (72)  Lyknu 
Polish.  (73)  Good  for  what  ails  you.  (74)  Our  way  of  opening.  (75)  Of  new 
live  rubber.  (76)  Very  nutritious,  {yy)  Oranges  for  health.  (78)  The  orchard 
of  sweets.  (79)  Better  than  leather.  (80)  Delicious  and  refreshing.  (81)  Clean 
and  refreshing.  (82)  Eventually — why  not  now?  (83)  Always  fresh.  (84)  Lotta 
Miles.  (85)  The  candy  of  excellence.  (86)  Dependable  qualities.  (87)  The 
American  beauty  car.  (88)  Strong  all  over.  (89)  For  the  complexion.  (90) 
America's  first  car.  (91)  For  small  tots.  (92)  The  health  builder.  (93)  A  per- 
fect cold  cream.  (94)  Best  in  the  long  run.  (95)  A  big  opportunity.  (96)  The 
perfect  baking  powder.  (97)  The  utility  business  paper.  (98)  At  a  great  saving. 
(99)  The  perfect  paste  soap.  (100)  For  the  man  who  cares.  (loi)  For  coughs 
and  colds.  (102)  The  night  wear  of  a  nation.  (103)  For  Milady's  Hopechest. 
(104)  For  every  occasion.  (105)  A  pen  for  every  purpose.  (106)  With  the  fruity 
flavor.  (107)  See  the  world  in  pictures.  (108)  A  magazine  of  business.  (109) 
Naturally  good  and  pure,  (no)  No  wrinkled  hose,  (in)  The  world's  easiest 
chair.  (112)  A  sensible  cigarette.  (113)  The  ammunition  to  fight  dirt.  (114) 
The  perfect  soda  cracker.  (115)  A  blessing  on  your  head.  (116)  A  sterilized 
breakfast.  (117)  Every  step  a  hammer  blow.  (118)  For  toilet  and  bath.  (119) 
For  bad  cases  of  chafing. 

(120)  From  Kalamazoo  direct  to  you.  (121)  Made  of  fruits  and  leaves.  (122) 
Ready  to  eat.  (123)  Roomy  not  bulky.  (124)  The  best  steel  pens.  (125)  2  in  i. 
(126)  For  sprains  and  strains.     (127)  The  yellow  package  with  the  gable  top.    (128) 


THE  BUSINESS  SENTENCE  69 

Cleanliness  to  loveliness.  (129)  Ideal  fountain  pen.  (130)  King  of  table  waters. 
(131)  Like  sugar,  in  your  coffee.  (132)  The  cigarette  of  quality.  (133)  For 
smokers  and  talkers.  (134)  More  than  clean.  (135)  The  famous  sugar  wafer 
confection.  (136)  Safe  and  sanitary.  (137)  Flying  high  in  favor.  (138)  The 
real  food  for  humans.  (139)  Tempered  to  give  the  best  results.  (140)  A  de- 
licious and  sustaining  meal.  (141)  New  "Double  Grip."  (142)  The  price  of 
safety.  (143)  A  pen  for  active  service,  (144)  Every  piece  a  surprise.  (145) 
Bigger  than  the  weather.  (146)  No  sagging  clothes.  (147)  Quick,  easy,  and 
effective.  (148)  Superior  quality.  (149)  For  the  children's  lunch.  (150)  From 
the  Garden  of  Eden.  (151)  For  all  fine  laundering.  (152)  Finest  food  product  in 
the  world.  (153)  Mental  comfort  at  home.  (154)  Genuine  sole  leather.  (155) 
For  toilet  and  nursery  use.  (156)  The  key  to  the  situation.  (157)  Best  to  be  had. 
(158)  Arrow  form  fitting  collars.  (159)  The  charm  of  youth.  (160)  Smart  and 
useful.  (161)  Healthful  underwear.  (162)  A  new-day  dentifrice.  (163)  An  anti- 
septic for  cuts  and  scrapes.  (164)  For  husky  throats.  (165)  For  the  woman  of 
fashion.  (166)  From  factory  to  you.  (167)  The  master  smoke.  (168)  Purest 
forms  of  tobacco.  (169)  Facing  it.  (170)  The  glory  of  France.  (171)  A  com- 
plete and  nourishing  meal.  (172)  Better  than  washing.  (173)  A  new  and  ex- 
quisite perfume. 

II.  Tell  what  kind  of  sentence  each  of  the  following  is — ^as  to  meaning,  as  to 
form,  as  to  arrangement.  Point  out  the  phrases  and  clauses  in  each  and  tell  what 
they  modify.  Make  certain  of  the  loose  sentences  periodic;  certain  of  the  periodic, 
loose: 

(i)  The  gross  area  of  the  retail  premises  of  Marshall  Field  and  Company,  of 
Chicago,  is  nearly  two  million  square  feet,  or  over  forty- four  acres  of  floor  space. 
(2)  The  main  building  is  thirteen  stories  high  and  has  three  basement  floors;  it  is 
of  steel  construction  faced  with  grey  granite.  (3)  The  extreme  height  of  the  build- 
ing is  two  hundred  nineteen  feet  two  inches  and  the  depth  below  street  level  is  forty- 
three  feet  four  inches.  (4)  The  granite  monoliths  at  the  main  entrance  on  State 
Street  are  twenty-eight  feet  high  and  three  feet  six  inches  in  diameter.  (5)  The 
main  aisle  of  the  store  is  almost  four  hundred  feet  long.  (6)  The  buildings  are  pro- 
tected from  fire  by  thirty-three  thousand  sprinklers  with  sixty  miles  of  pipe.  (7) 
There  are  on  the  retail  premises  ninety-two  elevators  of  all  kinds  that  travel  approx- 
imately one  thousand  miles  a  day  and  carry  twenty-five  thousand  passengers  an 
hour.  (8)  The  capacity  of  the  boilers  is  sixty-five  hundred  horse  power  and  of  the 
pumps,  one  million  gallons  a  day.  (9)  The  telephone  exchange  on  the  third  floor 
is  one  of  the  largest  private  boards  in  the  world,  having  one  hundred  incoming 
trunk  lines,  forty  outgoing  trunk  lines  and  six  hundred  seventy  house  lines,  and 
handling   thirty-six   thousand   calls   daily. 

(10)  There  are  normally  ninety-five  hundred  employees  in  the  retail  store, 
although  this  number  has  exceeded  fourteen  thousand  during  Christmas  seasons. 
(11)  There  are  six  distributing  stations  to  make  up  the  delivery  system,  in  ad- 
dition to  the  main  shipping  room,  and  eighty-eight  motor  trucks  and  two  hundred 
seventy  electric  cars  are  in  constant  use  for  delivery  purposes.     (12)  The  base- 


70  THE  ENGLISH   OF   COMMERCE 

ment,  constituting  the  largest  single  salesroom  in  the  world,  covers  a  total  area 
of  more  than  one  hundred  eighty-seven  thousand  square  feet.  (13)  The  volume 
of  air  supplied  by  the  ventilating  system  for  the  basement  and  sub-basement 
is  seven  hundred  fifty  thousand  cubic  feet  a  minute.  (14)  In  all  the  manu- 
facturing activities  of  Marshall  Field  and  Company,  and  in  the  great  number  of 
plants  supervised  and  controlled  by  this  institution,  there  is  manifested  the  con- 
structive merchandising  that  creates  standards  in  manufacture  and  raises  standards 
in  living.  (15)  The  Marshall  Field  and  Company  idea  is,  to  do  the  right  thing  at 
the  right  time,  in  the  right  way;  to  do  some  things  better  than  they  were  ever  done 
before;  to  eliminate  errors;  to  know  both  sides  of  the  question;  to  be  courteous;  to 
be  an  example;  to  love  the  work;  to  anticipate  requirements;  to  develop  resources; 
to  recognize  no  impediments;  to  master  circumstances;  to  act  from  reason  rather 
than  rule;  to  be  satisfied  with  nothing  short  of  perfection. 

SECTION  10 

Unity. — ^A  sentence  should  have  unity,  that  is,  it  should  express 
one  and  only  one  thought.  Nothing  that  is  unnecessary  to  a  sen- 
tence should  be  admitted.  Nothing  that  is  necessary  to  a  sentence 
should  be  omitted.  Unrelated  ideas  should  not  be  included  in  the 
same  sentence.  Ideas  that  are  related  to  each  other  should  be  prop- 
erly subordinated  and  co-ordinated.  Observance  of  these  four  rules 
will  secure  unity  to  your  sentences.  Violation  of  them  will  make 
your  sentences  incomplete  or  obscure  or  confusing  or  misunderstood. 

One  of  the  commonest  violations  of  unity  is  the  use  of  words  in 
a  sentence  that  repeat  ideas  already  expressed  by  other  words.  It  is 
not  necessary,  for  instance,  to  use  the  word  again  or  over  after  the 
word  repeat.  The  idea  of  again  or  over  is  contained  in  the  idea  of 
repeat. 

The  following  expressions  lack  unity  for  the  same  reason,  though 
some  of  them  may  be  idiomatic: 

Burned  down,  discover  about,  explain  about,  from  out  of,  from  hence,  from 
thence,  from  whence,  going  to  (where  is  he  going  to?),  later  on,  lying  down,  off  of, 
opposite  to,   start  in,   start  off,   start  out. 

Do  not  use  the  adverbs  together,  out,  and  up  unnecessarily  after 
certain  verbs: 

Collect  together,  combine  together,  co-operate  together,  gather  together,  join 
together,  unite  together,  etc. 

Enter  out,  exit  out,  fall  out,  find  out,  lose  out,  run  out,  start  out,  turn  out, 
wipe  out,  etc. 


THE  BUSINESS  SENTENCE  7 1 

Beat  up,  burn  up,  buy  up,  clean  up,  close  up,  cook  up,  decorate  up,  divide 
up,  do  up,  end  up,  feed  up,  finish  up,  gather  up,  get  up,  heat  up,  lock  up,  match 
up,  measure  up,  mix  up,  pack  up,  pile  up,  polish  up,  raise  up,  rise  up,  save  up, 
serve  up,  stand  up,  start  up,  stew  up,  study  up,  swell  up,  tidy  up,  turn  up,  warm 
up,  wash  up,  etc. 

The  use  of  more  than  one  word  to  convey  a  negative  idea  is  a 
violation  of  unity: 

Right:  We  have  nothing  to  match  it. 

We  haven't  anything  to  match  it. 
Wrong:  We  haven't  nothing  to  match  it. 

(The   double  negative — haven't  nothing — really  makes  the  statement  posi- 
tive.) 

Right:  We  have  scarcely  any. 

Wrong:  We  haven't  scarcely  any. 

(The  words  scarcely,  hardly,  only,  and  hut  used  adverbially,  have  a  nega- 
tive implication;  hence,  an  additional  negative  should  not  be  used  with 
them.) 
The  use  of  the  double  comparative  or  superlative  likewise  mars 

the  unity  of  a  sentence: 

Right:  This  is  cheaper  than  that. 

Wrong:  This  is  more  cheaper  than  that. 

(Memorize  the  list  of  comparatives  on  page  33.) 

In  addition  to  the  foregoing  the  following  corrections  of  com- 
mon errors  should  be  carefully  studied.  Sentence  unity  is  the  prin- 
cipal issue  at  stake  in  every  example: 

Right:  I  shall  take  this  pattern. 

Wrong:  I  shall  take  this  here  pattern. 
{Here  is  an  adverb  and  cannot  modify  a  noim.     Avoid  also  the  use  of  there 
after  that.) 

Right:  I  do  not  doubt  that  he  will  succeed. 

Wrong:  I  do  not  doubt  but  that  he  will  succeed. 
I  do  not  doubt  but  what  he  will  succeed. 
{But  is  used  only  as  a  co-ordinate  conjunction,  as  a  preposition  meaning  except, 
and  as  an  adverb  meaning  only.     It  has  no  use,  therefore,  in  this  con- 
struction.    That  he  will  succeed  is  a  noim  clause,  object  of  the  verb 
do  doubt.     Never  use  what  after  but.) 


'^Z  THE  ENGLISH   OF   COMMERCE 

Right:  The  office  girls  liked  their  new  typewriters. 

Wrong:  The  office  girls  they  liked  their  new  typewriters. 

(The  word  they  is  not  necessary  to  the  sentence.  The  repetition  of  the  sub- 
ject of  a  sentence  may,  however,  make  for  unity  by  summarizing  or  gath- 
ering up  several  members  of  a  compound  subject.  Shirts,  collars,  socks, 
neckties,  handkerchiefs — these  are  our  lines  of  superiority.  The 
grouping  of  all  the  subjects  in  the  word  these  is  a  device  that  makes  this 
sentence  more  unified  than  It  would  otherwise  be.) 

Right:  Your  letter  was  or  has  been  received. 
Wrong:  Yours  received. 

(The  wrong  form  lacks  imity  because  the  subject  as  well  as  part  of  the  predicate 
is  omitted.) 

Right:  The  hat  on  this  counter  is  more  stylish  than  any  other  in 
the  store. 
Wrong:  The  hat  on  this  counter  is  more  stylish  than  any  in 
the  store. 
(The  wrong  form  lacks  unity  because  an  important  word  is  omitted.     It  im- 
plies that  the  hat  on  this  counter  is  not  in  the  store.) 

Right:  They  appointed  a  manager  and  a  secretary  to  take  the  places 
of  Messrs.  Harvey  and  Robinson  respectively. 
Wrong:  They  appointed  a  manager  and  secretary  to  take  the 
places  of  Messrs.   Harvey   and   Robinson  respec- 
tively. 
(The  wrong  form  lacks  unity  because  of  the  omission  of  the  article.     Since  two 
officers  were  appointed,  both  a  manager  and  a  secretary,,  the  article  a 
must  be  used  before  each  word.     If  one  person  performs  the  duties  of  both 
offices,  then  he  may  be  referred  to  as  a  or  the  manager  and  secretary.) 

Right:  I  have  not  sold  it  and  I  will  not  sell  it. 
Wrong:  I  have  not  and  I  will  not  sell  it. 
(The  form  of  the  verb  understood  after  the  first  auxiliary  have  is  not  the  same 
as  that  used  after  the  second  auxiliary  will.     When  the  verbal  forms  dif- 
fer in  such  constructions  they  must  be  repeated.) 

Right:  This  silk  is  as  good  as  that,  if  not  better. 

This  silk  is  as  good  as,  if  not  better  than,  that. 
Wrong:  This  silk  is  as  good  if  not  better  than  that. 
(The  wrong  form  lacks  unity  because  it  is  incomplete.    The  eomparison  begun 
with  the  words  as  good  is  not  finished.) 


THE  BUSINESS  SENTENCE  "JT^ 

Right:  I  sold  three  cars  today.  ...    I  had  my  luncheon  today  at 
one  o'clock. 
Wrong:  I  sold  three  cars  today  and  had  my  luncheon  at  one 
o'clock. 

(This  is  not  a  unified  sentence,  for  the  reason  that  the  two  ideas  are  totally 
unrelated.     Each  independent  clause  should  stand  as  a  single  sentence.) 

Right:  She  was  a  good  stenographer  and  typist.  We  liked  her  work 
and  we  liked  her  attitude  and  bearing  in  the  office. 
She  was  able  to  demand  more  for  her  services  than 
we  could  afford  to  pay  her. 
Wrong:  She  was  a  good  stenographer  and  typist,  we  liked  her 
work  and  we  liked  her  attitude  and  bearing  in  the 
office,  she  was  able  to  demand  more  for  her  services 
than  we  could  afford  to  pay  her. 

(The  wrong  form  lacks  unity  because  too  many  ideas  are  crowded  together 
into  one  statement.  There  should  be  periods  where  the  commas  are,  and 
there  should  therefore  be  three  sentences.  This  revision  would  relate  the 
ideas  properly  and  establish  the  proper  sequence  in  the  thought  content. 
Failure,  such  as  this,  to  break  a  train  of  thought  into  sentences  at  the 
proper  places,  is  one  of  the  commonest  violations  of  the  principle  of  unity.) 

Right:  You  will  find  the  preserves  in  the  jars  on  the  upper  shelf. 

Wrong:  On  the  upper  shelf  is  a  number  of  jars.     Well,  in  these 
you  will  find  the  preserves. 

(The  two  clauses  under  Wrong  lack  unity.  They  express  but  a  single  thought, 
and  they  should  therefore  be  united  in  a  single  sentence.  The  use  of  such 
words  as  well^  v3hy,  then,  at  the  beginning  of  clauses  or  sentences,  vio- 
lates unity;  they  are  unnecessary.) 

Right:  Although  he  began  the  sale  very  late,  he  was  sold  out  by 
noon. 
Wrong:  He  was  sold  out  by  noon.    Although  he  began  the  sale 
very  late. 

(In  the  wrong  example  the  dependent  clause  is  treated  as  an  independent  one. 
It  is  clearly  dependent  upon  the  first  clause,  however,  and  should  be 
joined  with  it  to  make  the  two  clauses  read  as  a  complete  sentence.) 

Emphasis. — A  sentence  should  have  emphasis,  that  is,  its  parts 
should  be  so  treated  and  arranged  as  to  make  the  important  ideas 
stand  out  prominently.     In  order  to  secure  emphasis  in  a  sentence 


74  THE  ENGLISH  OF  COMMERCE 

the  parts  may  be  repeated;  they  may  be  balanced;  they  may  be 
transposed  or  placed  in  unusual  positions;  they  may  be  arranged  in 
climactic  or  periodic  order,  from  least  important  to  most  important. 
The  principal  ideas  of  a  sentence  should  be  placed  in  independent 
clauses.  The  principal  words  or  phrases  should  be  placed  at  the 
beginning  and  at  the  end  of  a  sentence — the  two  most  emphatic  posi- 
tions.    In  addition,  unity  in  a  sentence  is  a  means  to  emphasis. 

Because  of  the  price,  style,  quality,  and  suitability,  you  should  avail 
yourself  of  the  opportunity  to  buy  this  today.  This  can  be  made  more 
emphatic  by  repeating  the  four  sp)ecial  talking  points  and  summariz- 
ing them  as  follows:  Because  of  the  price,  because  of  the  style,  because 
of  the  quality,  because  of  the  suitability — because  of  all  these — you  should 
avail  yourself  of  the  opportunity  to  buy  this  today. 

The  disaster  cost  him  his  property,  and  he  lost  his  good  name  through 
the  revelations  that  followed  it.  This  lacks  emphasis  because  the  parts 
are  not  balanced,  and  the  construction  of  the  second  clause  is  not 
periodic.  This  reading  is  better:  The  disaster  cost  him  his  property ; 
the  following  revelations,  his  good  name. 

Escaping  death  by  a  hairs  breadth,  I  jumped  from  the  moving  ele- 
vator lacks  emphasis,  because  the  more  important  idea  is  contained 
in  a  phrase  and  the  less  important  stands  in  an  independent  clause. 
It  should  read :  Jumping  from  the  moving  elevator,  I  escaped  death  by 
a  hairs  breadth.  This  arrangement  also  places  the  content  in  cli- 
mactic order.  Jumping  is  placed  in  the  first  emphatic  position,  and 
escaped  by  a  hair's  breadth  in  the  second  emphatic  position. 

We  call  our  socks  holeproof  because  it  takes  a  long  time  to  wear  holes 
in  them  lacks  emphasis,  because  it  contains  unnecessary  words,  and 
because  unimportant  words  are  permitted  to  occupy  the  emphatic 
positions.  This  is  a  more  emphatic  reading:  Holeproof  we  call  our 
socks,  because  they're  proof  against  holes. 

He  even  failed  to  cover  his  territory  or  to  sell  his  goods.  This  sentence 
lacks  emphasis  for  reasons  already  explained — the  climactic  order  is 
not  observed  and  the  emphatic  positions  are  ignored.  In  addition, 
such  a  sentence  as  this  may  be  made  more  emphatic  by  means  of 
featuring  the  word  not  in  order  to  contradict  the  opposite  of  what 
should  have  been.  This  is  more  emphatic:  Not  only  did  he  not  sell 
his  goods ;  he  did  not  even  cover  his  territory. 


THE  BUSINESS  SENTENCE  75 

You  mean  to  say  that  I  am  discharged  may  be  made  more  emphatic 
by  changing  it  into  the  interrogative  form  or  by  converting  it  partly 
into  direct  discourse,  thus:  Do  you  mean  to  say  that  I  am  discharged  ? 
or  '^ Discharged j''  do  you  say  ? 

The  words  however,  therefore,  consequently,  hence,  thus,  and  others 
of  their  class,  should  not  be  permitted  to  usurp  the  emphatic  posi- 
tions in  a  sentence.  They  are  used  for  transition  rather  than  for 
emphasis.  However,  the  loss  was  unavoidable  is  not  so  emphatic  as 
The  loss,  however,  was  unavoidable. 

Coherence. — A  sentence  should  have  coherence,  that  is,  the 
grammatical  relations  among  words,  phrases,  and  clauses  should  be 
clearly  established.  Modifiers  should  be  so  placed  that  there  can  be 
no  doubt  as  to  what  they  modify.  Agreement  and  reference  among 
the  different  parts  of  speech  should  be  kept  accurate.  Thoughts  of 
equal  value  should  be  expressed  by  means  of  similar  constructions. 
Failure  to  observe  these  general  suggestions  is  the  cause  of  most 
of  the  errors  in  everyday  speech  and  writing.  An  incoherent  con- 
struction is  sometimes  called  a  solecism.  Unity  and  emphasis  are 
aids  to  coherence.  All  three  principles  are  essential  to  clearness. 
Ungrammatical  expression  cannot  be  unified  or  emphatic  or  coherent 
or  clear.  By  no  means  all  of  the  forms  discussed  below  belong  exclu- 
sively to  the  subject  of  coherence;  in  many  cases  they  belong  quite 
as  much  to  unity  and  to  emphasis.  An  understanding  of  every  one 
of  them  is  necessary  to  you  if  you  would  secure  clearness  to  your 
expression. 

I.     PLACE  MODIFIERS  PROPERLY: 

Right:  Not  all  advertising  is  effective. 

Wrong:  All  advertising  is  not  effective. 
Right:  I  want  only  a  dollar's  worth. 

Wrong:  I  only  want  a  dollar's  worth. 
Right:  There  is  no  doubt  in  the  public  mind  about  the  value  of  this 
brand. 
Wrong:  There  is  no  doubt  about  the  value  of  this  brand  in  the 
public  mind. 
Right:  Do  not  sell  these  to  credit  customers  until  further  directions 
are  given. 


76  THE  ENGLISH  OF  COMMERCE 

f 

Wrong:  Do  not  sell  these  until  further  directions  are  given  to 
credit  customers. 

(Misplacement  of  word,  phrase,  and  clause  modifier  is  illustrated  in  the  fore- 
going examples.) 

2.  MAKE  MODIFIERS  AGREE: 

Right:  They  motored  a  long  way. 

Wrong:  They  motored  a  long  ways. 
Right:  What  sort  of  cash  drawer  is  this? 

Wrong:  What  sort  of  a  cash  drawer  is  this? 
(A  and  an  mean  one  and  therefore  cannot  be  used  to  modify  a  plural  noun. 
Neither  article  should  be  used  after  the  phrase  sort  of  and  kind  of,) 

Right:  He  filled  out  an  application  blank. 
Wrong:  He  filled  out  a  application  blank. 
(A  is  used  before  words  commencing  with  consonant  sounds;  an  before  words 
commencing  with  vowel  sounds.) 

Right:  I  want  so  much. 

Wrong:  I  want  this  much. 
I  want  that  much. 

(Much  is  an  adjective  and  cannot  be  modified  by  another  adjective  or  by  a 
pronoun.) 

Right:  This  kind  of  catalog  is  best. 

Wrong:  These  kind  of  catalog  is  best. 
(These  and  those  are  plural  and  should  never  be  used  to  modify  sort  and  kind: 
This  sort — that  kind — these  sorts — those  kinds.) 

Right:  Neither  of  the  accountants  was  successful. 
Wrong:  Both  accountants  were  not  successful. 
(The  intended  meaning  is  not  conveyed  by  the  use  of  both  as  the  modifier.) 

3.  MAKE  SUBJECT  AND  PREDICATE  AGREE; 

Right:  Neither  is  salable. 

Wrong:  Neither  are  salable. 
(Any,  each,  every,  either,  neither,  none,  anybody,  everybody,  nobody, 
somebody  are  singular  and  should  not  be  used  as  subjects  of  plural  verbs 
or  be  referred  to  by  plural  pronouns.  An  exception  is  sometimes  made  of 
none  in  this  connection.  It  may  be  used  with  a  plural  verb,  especially 
when  it  refers  to  no  persons  or  no  things.   Each,  every, either,  neither,  used 


THE   BUSINESS  SENTENCE  77 

as  modifiers,  make  the  words  they  modify  singular.  All  used  in  the  sense 
of  everybody  or  everything  is  singular;  used  to  refer  to  numbers,  it  is 
plural:  All  is  confusion.  All  are  here.  Each  other  should  not  be  con- 
fused with  one  another.  The  former  is  used  only  in  referring  to  each 
member  of  a  group  in  relation  to  each  other  member.  The  latter  is  used  in 
general  reference  to  the  members  of  a  group.  The  two  clerks  were 
jealous  of  each  other.  .  . .  The  changes  in  the  office  force  followed  one 
another  in  rapid  succession.) 

Right:  There  are  a  roll  of  paper  and  a  package  of  cereal  to  be  deliv- 
ered here. 
Wrong:  There  is  a  roll  of  paper  and  a  package  of  cereal  to  be 
delivered  here. 
(In  sentences  beginning  with  there  the  subject  usually  follows  the  predicate. 
Care  must  be  exercised  to  keep  the  agreement  exact.) 

Right:  The  list  of  subscribers  was  a  long  one. 

Wrong:  The  list  of  subscribers  were  a  long  one. 
(The  number  of  the  verb  is  sometimes  misjudged  because  the  noun  immediately 
preceding  it  is  taken  fo    the  subject.) 

Right:  The  crowd  struggles  around  the  counters. 

Wrong:  The  crowd  struggle  around  the  counter. 
(A  collective  noun  requires  a  singular  verb  provided  it  indicates  a  unit.     If 
individuals  within  a  certain  group  are  indicated  by  a  collective  noun,  the 
predicate  should  be  made  plural:   The  crowd  are  differently  impressed 
by  the  display  of  goods.) 

Right:  You  were.  , 

Wrong:  You  was. 
Right:  He  doesn't. 
Wrong:  He  don't. 
(The  second  person,  singular  and  plural,  past  tense  of  the  verb  be  is  always 
were.    The  third  person  singular,  present  tense,  of  the  verb  do  is  always 
does.) 

Right:  The  chauffeur,  together  with  the  other  occupants  of  the„car, 
is  just  leaving  the  station. 
Wrong:  The  chauffeur,  together  with  the  other  occupants  of 
the  car,  are  just  leaving  the  station. 
(A  singular  subject  modified  by  such  phrases  as  together  with,  as  well  as, 
in  company  with,  with  the  assistance  of,  along  with,  in  addition  to 
requires  a  singular  verb.) 


78  THE  ENGLISH  OF  COMMERCE 

4.  KEEP  REFERENCE  OF  PRONOUNS  CLEAR: 

Right:  The  man  who  entered  the  office  looked  happy. 

Wrong:  The  man  which  entered  the  office  looked  happy. 

(Who  refers  to  persons,  which  to  animals  and  things,  that  to  all  three.  That 
should  be  used  to  relieve  tiresome  repetition  of  who  or  which,  to  refer 
to  both  persons  and  animals  or  things  in  the  same  phrase,  and  to  introduce 
restrictive  or  limiting  clauses.  Was  it  you  or  the  wind  that  broke  the 
shade  7  Here  the  antecedents  of  the  pronoun  are  you  and  wind.  The 
gloves  that  I  bought  yesterday  are  too  tight.  Here  the  clause  that  I 
bought  yesterday  is  restrictive;  it  points  out  a  particular  purchase. 
The  pronoun  which  would  therefore  be  incorrect.) 

Right:  He  asked  us  to  deliver  the  goods  promptly  and  we  did  so. 
Wrong:  He  asked  us  to  deliver  the  goods  promptly  which  we 
did. 
(Which  should  refer  to  a  definite  word,  not  to  a  whole  clause.    There  is,  how- 
ever, much  good  authority  to  the  contrary.) 

Right:  I  shall  reply  to  it  promptly. 

Wrong:  I  shall  reply  to  same  promptly. 

(The  word  same  should  not  be  used  as  a  pronoun.) 

Right:  When  you  read  that  advertisement  you  naturally  put  your 
hand  into  your  pocket. 
Wrong:  When  you  read  that  advertisement  one  naturally  puts 
his  hand  into  your  pocket. 

(The  person  of  two  or  more  pronouns  in  the  same  reference  should  be  kept 
uniform  and  in  sequence.  The  pronouns  in  the  correct  example  are  all 
second  person;  those  in  the  incorrect  are  both  second  and  third.  The 
reference  is  to  one  person  throughout  and  should,  therefore,  be  kept 
uniform.) 

Right:  Of  the  three  samples  I  prefer  the  first. 

Wrong:  Of  the  three  samples  I  prefer  the  former. 

(Former,  latter,  better,  and  other  comparative  forms  must  be  used  to  refer 
to  one  of  two  only.) 

Right:  Everybody  audits  his  own  sales. 

Wrong:  Everybody  audits  their  own  salesi 

(As  pointed  out  under  3  above,  everybody  is  singular  and  it  must  not  there- 
fore be  referred  to  by  a  plural  pronoun.) 


THE   BUSINESS  SENTENCE  79 

Right:  His  father  said,  "You  cannot  go." 
His  father  said,  "I  cannot  go." 
Wrong:  His  father  told  him  that  he  could  not  go. 

(The  antecedent  of  the  pronoun  in  the  wrong  example  is  ambiguous.  See 
page  II.) 

Right:  Each  boy  and  each  girl  in  this  establishment  must  attend 
strictly  to  his  own  business. 
Wrong:  Each  boy  and  each   girl  in   this  establishment  must 
attend  strictly  to  their  own  business. 

{His  in  the  first  of  these  sentences  may  be  considered  as  of  common  gender. 
His  and  her  own  business  is  exact  but  awkward.  The  use  of  their,  as 
in  the  second  example,  has  some  good  authority  to  recommend  it.) 

5.  KEEP  CASE  OF  PRONOUNS  ACCURATE: 

Right:  Between  you  and  me,  the  outlook  is  gloomy. 
Wrong:  Between  you  and  I,  the  outlook  is  gloomy. 

(The  objective  case  of  the  pronoun  is  required  after  between  and  other  prep- 
ositions.) 

Right:  We  salesmen  are  to  be  promoted. 

Wrong:  Us  salesmen  are  to  be  promoted. 
Right:  These  goods  are  damaged. 

Wrong:  Them  goods  are  damaged. 
Right:  It  is  I. 

Wrong:  It  is  me. 
Right:  These  are  they. 

Wrong:  These  are  them. 
Right:  He  sold  more  goods  than  I. 

Wrong:  He  sold  more  goods  than  me. 

(We,  these,  I,  they  are  in  nominative  relationships.  In  a  clausal  comparison 
a  predicate  is  usually  understood  after  than:  He  sold  more  goods  than  I 
sold.  But  the  construction  must  be  carefully  noted:  He  promoted  John 
sooner  than  me  is  right.     It  means  sooner  than  he  promoted  me.) 

Right:  I  knew  the  man  to  be  him. 

Wrong:  I  knew  the  man  to  be  he. 
Right:  Whom  did  you  take  me  to  be? 

Wrong:  Who  did  you  take  me  to  be? 

(The  verb  to  be  requires  the  same  case  after  it  as  before  it.) 


80  THE  ENGLISH  OF  COMMERCE 

Right:  Whom  did  you  buy  it  of? 
Wrong:  Who  did  you  buy  it  of? 
(Whom  is  object  of  the  preposition  of.) 

Note  also  the  following  correct  case  forms: 
Whom  do  you  think  I  saw? 
Who  do  you  think  was  there? 

The  salesman  who,  you  said,  sold  the  goods  is  my  brother. 
The  salesman  whom  you  bought  them  of  is  my  brother. 
Sell  to  (him)  whoever  enters  the  store. 
Whom  did  you  say? 

Right:  I  object  to  his  standing  here. 

Wrong:  I  object  to  him  standing  here. 
(The  possessive  case  of  pronouns  (and  of  nouns)  is  used  before  a  gerund. 
The  meaning  is  I  object   to  his  position  here.     The  word  standing  is 
not  a  participle  modifying  him,  but  a  gerund  used  as  object   of    the 
preposition  to.     See  page  32.) 

6.    MAKE  LOGICAL  CONNECTIONS  AND  RELATIONSHIPS: 

Right:  The  fruit  tastes  good. 

Wrong:  The  fruit  tastes  well. 
(The  quality  good  belongs  to  fruit,  not  to  taste;  hence,  the  adjective  is  cor- 
rect.    Adjectives  are  usually  required  after  the  verbs  be,  appear,  become, 
feel,  look,  taste,  smell,  sound.) 

Right:  He  did  well. 

Wrong:  He  did  good. 
(Here  the  word  well  explains  did,  and  does  not  assert  any  quality  of  be;  hence, 
the  adverb  is  correct.) 

Right:  He  excels  not  only  in  advertising  but  also  in  accountancy. 
Wrong:  He  not  only  excels  in  advertising  but  also  in  account- 
ancy. 
(The  conjunctive  phrases  not  only — but  also  connect  and  relate  the  two 
phrases  in  advertising — in  accountancy.) 

Right:  He  came  to  business  late  but  sold  more  goods  than  any  one 
else. 
Wrong:  He  came  to  business  late  and  sold  more  goods  than 
any  one  else. 
(The  relation  between  these  two  clauses  is  one  of  contrast  rather  than  addition.) 


i  THE  BUSINESS  SENTENCE  8l 

Right:  Sitting  at  my  desk  I  heard  the  telephone  ring. 
Wrong:  Sitting  at  my  desk  the  telephone  rang. 

(A  participle  must  modify  some  definite  noun  or  pronoun  in  a  sentence.  When 
there  is  no  word  for  it  to  modify,  as  in  the  wrong  example  above,  it  is  called 
a  hanging  or  dangling  participle.) 

Right:  On  the  second  shelf  are  the  ones  that  we  sell  at  a  special  price. 
Wrong:  On  the  second  shelf  are  the  ones  and  which  we  sell  at 
a  special  price. 

Right:  The  best  ones,  which  are  sold  at  a  special  price,  are  on  the 
lower  shelf. 
Wrong:  The  best  ones  are  on  the  lower  shelf  and  which  are 
sold  at  a  lower  price. 

(The  phrase  and  which  should  not  be  used  unless  there  is  a  preceding  which 
in  the  sentence:  The  best  ones,  which  you  see  on  the  lower  shelf  and 
which  are  sold  at  a  special  price,  have  just  come  m.) 

Right:  The  reason  was,  he  was  ill. 

Wrong:  The  reason  was  because  he  was  ill. 

(Here  the  connective  because  repeats  reason.) 

Right:  I  do  not  know  whether  it  is  washable. 
Wrong:  I  do  not  know  if  it  is  washable. 

(The  best  usage  forbids  the  use  of  if  to  introduce  a  noun  clause.) 

Right:  I  do  not  know  that  he  is  going. 
Wrong:  I  do  not  know  as  he  is  going. 

(The  best  usage  forbids  the  use  of  as  to  introduce  a  noun  clause.) 

Right:  Try  to  save  your  money. 

Wrong:  Try  and  save  your  money. 

(The  verbs  try  and  save  are  not  co-ordinate.     To  save  is  the  object  of  fry.) 

Right:  Hoping  to  be  promoted  and  to  receive  a  better  salary,  he 
worked  untiringly. 
Wrong:  Hoping  that  he  might  be  promoted  and  to  receive  a 
better  salary,  he  worked  untiringly. 

(The  idea  of  promotion  and  the  idea  of  better  salary  are  co-ordinate.  They 
should  therefore  be  expressed  in  similar  constructions.  In  the  wrong 
example,  however,  the  first  is  expressed  in  a  noun  clause  and  the  second 
in  an  infinitive  phrase.) 


82  THE  ENGLISH   OF   COMMERCE 

Right:  You  ordered  this  a  week  ago,  and  you  should  have  called  for 
it  sooner. 
This  was  ordered  a  week  ago,  and  it  should  have  been  called 
for  sooner. 
Wrong:  You  ordered  this  a  week  ago,  and  it  should  have  been 
called  for  sooner. 
This  was  ordered  a  week  ago,   and  you  should  have 
called  for  it  sooner. 

(As  far  as  possible  the  subjects  of  two  or  more  clauses  should  be  kept  similar, 
or  should  refer  to  the  same  idea.) 

Right:  He  cannot  go  unless  I  go. 

Wrong:  He  cannot  go  without  I  go. 

{Without  is  a  preposition,  not  a  conjunction,  and  must  not  be  used  for  unless. 
The  sentence  may  read:  He  cannot  go  without  me.) 

Right:  He  studies  merchandise  as  a  scholar  studies  books. 

Wrong:  He  studies  merchandise  like  a  scholar  studies  books. 

{Like  is  not  a  conjunction,  and  must  not  be  used  for  the  conjunction  as,) 

Right:  He  studied  as  if  he  meant  to  succeed. 

Wrong:  He  studied  Hke  he  meant  to  succeed. 

(This  wrong  use  of  like  as  a  conjunction  is  worse  than  the  former  one,  for  here 
it  fails  to  express  the  proper  relation  between  the  clauses.) 

7.    ADJUST  VERBS  ACCURATELY  TO  YOUR  THOUGHT: 

Right:  He  advertises,  and  he  therefore  succeeds. 

Wrong:  He  advertises  and  he  therefore  succeeded. 
Right:  Whoever  misrepresents  to  customers  cheats  the  firm. 

Wrong:  Whoever  misrepresents  to  customers  has  cheated  the 
firm. 
Right  :  If  you  had  been  more  careful,  you  would  have  been  successful. 
Wrong:  If  you  were  more  careful,  you  would  have  been  success- 
ful. 
(In  each  of  the  wrong  examples  above,  the  time  expressed  by  the  verb  of  the 
second  clause  disagrees  with  that  expressed  by  the  verb  in  the  first  clause. 
The    tenses   of   the   verbs  in  two  or  more  clauses  should  as  a  rule  be 
kept  in  sequence.     The  thought  may  sometimes  demand,  however,  that 
verbs  be  in  different  tenses:    We  sell  the  goods  today  at  one  half  the 
price  we  paid  for  them  last  week.) 


THE   BUSINESS  SENTENCE  83 

Right:  If  the  shipment  were  here,  it  would  be  placed  on  sale  at  once. 
Wrong:  If  the  shipment  was  here,  it  would  be  placed  on  sale 
at  once. 
Right:  Though  he  were  owner  of  all  the  stores  in  America,  I  would 
not  serve  him. 
Wrong:  Though  he  was  owner  of  all  the  stores  in  America  I 
would  not  serve  him. 
Right:  I  wish  I  were  an  employer. 

Wrong:  I  wish  I  was  an  employer. 

(The  indicative  mode  is  used  to  assert  a  real  or  an  assumed  fact.  The  subjunc- 
tive mode  is  used  to  express  a  condition,  a  concession,  or  a  wish,  all  of 
which  are  contrary  to  actual  or  probable  facts.  Note  this:  //  the  ship- 
ment is  here  it  will  be  placed  on  sale  at  once.  Here  the  assumption 
is  that  the  shipment  has  arrived,  and  the  indicative  mode  is  therefore 
correct.) 

Right  :  I  want  you  to  fill  this  order  immediately. 

Wrong:  I  want  you  to  immediately  fill  this  order. 

(It  is  better  not  to  split  or  break  the  infinitive  by  the  insertion  of  a  word  be- 
tween the  to  and  the  verb  following  it.  There  is,  however,  much  author- 
ity in  literature  to  contradict  this  ruling.) 

Right:  A  new  ledger  was  handed  me. 
Wrong:  I  was  handed  a  new  ledger. 

(A  verb  in  the  passive  voice  should  be  used  only  with  a  subject  that  indicates 
the  receiver  of  the  action.     Ledger  receives  the  action;  not  /.) 

PROBLEMS 

I.  The  following  sentences  lack  unity.     Rewrite  them  correctly: 

(i)  Employees  will  please  not  get  on  the  elevator  while  in  motion.  (2)  I  saw 
him  coming  angrily  across  the  office.  I  did  not  flinch.  (3)  I  have  had  excellent 
experience.  Have  been  with  the  Alco  Company  for  ten  years.  (4)  Don't  go  else- 
where to  be  cheated.  Come  in  here.  (5)  You  should  have  had  the  goods  yester- 
day, they  left  our  factory  Thursday,  we  shall  investigate  at  once.  (6)  Have  been 
a  collector  for  twenty-five  years  and  prepared  to  give  satisfaction.  (7)  Satisfaction 
guaranteed.  If  not,  your  money  back.  (8)  No  store  in  America  has  stock  to 
equal  this.  (9)  They  made  John  Browning  the  secretary  and  the  treasurer.  (10) 
John  in  his  speech  of  acceptance  he  said  he  was  glad  to  be  a  secretary  and  a  treasurer 
for  the  company.  (11)  Our  stock  is  better  than  our  neighbor's  and  prices  cheaper. 
(12)  I  am  selling  for  the  Atkinson  Store  and  love  automobiling.     (13)  The  cloth 


84  THE  ENGLISH  OF  COMMERCE 

which  you  bought,  I  shall  return  It  tomorrow.     (14)   In  the  catalog  it  explains 
about  the  different  kinds  of  shoes. 

2.  The  following  sentences  lack  emphasis.  Rewrite  them  in  more  emphatic 
form: 

(i)  As  a  matter  of  fact,  on  the  whole,  that  man  wins  who  works.  (2)  There- 
fore, always  exchange  goods  willingly,  for  it  pays.  (3)  In  salary,  leisure,  opportu- 
nity, congeniality,  my  position  is  all  I  could  possibly  desire.  (4)  He  told  me  that 
my  services  were  no  longer  required.  (5)  An  inducement,  such  as  a  premium  or  a 
discount,  is  always  effective,  at  least  with  us.  (6)  It  was  impossible  for  us  to  make 
an  improvement  in  the  powder,  so  we  took  the  box  and  improved  that.  (7)  We 
send  the  goods  direct  from  Kalamazoo  to  your  own  home  address.  (8)  He  lost 
everything  he  had — money,  friends,  standing,  even  his  personal  belongings.  (9) 
Let  us  have  the  pleasure  of  another  visit  if  your  dealing  with  us  is  satisfactory. 
(10)  This  is  a  distinctive  umbrella  and  the  automatic  catch  is  a  feature  you  will 
like.  (11)  As  a  rule  it  pays  to  advertise,  whatever  the  business  in  which  you  may 
be  engaged.  (12)  The  more  attractive  your  window  display,  the  customers  are 
made  quicker. 

3.  The  following  sentences  lack  coherence,  chiefly  because  of  incorrect  grammar. 
Correct  each  one  and  give  reason  for  your  correction : 

(i)  The  reason  was  because  he  thought  he  would  fail.  (2)  You  should  not  sell 
these  goods  without  you  change  the  price  mark.  (3)  He  was  delivered  a  brand 
new  book.  (4)  The  office  will  not  be  closed  until  every  stenographer  has  fin- 
ished their  work.  (5)  He  interviewed  three  officers  of  the  firm,  the  manager,  sec- 
retary, and  treasurer.  (6)  She  bought  the  goods  of  the  salesman  whom  she  thought 
was  the  most  polite.  (7)  The  canvasser  said  how  as  that  he  don't  see  how  people 
can  refuse  to  buy.  (8)  The  family  buys  all  their  merchandise  at  the  five  and  ten 
cent  store.  (9)  This  silk  has  the  largest  sale  of  any  silk  that  is  made  in  the  United 
States.  (10)  Whom  did  you  think  he  was?  (11)  Who  did  you  take  that  salesman 
to  be?  (12)  If  you  would  show  the  goods  like  I  do  you  would  sell  more.  (13)  On 
the  counter  was  lying  three  pieces  of  imported  satin. 

(14)  Can  you  imagine  him  writing  an  advertisement?  (15)  The  customer  said 
she  only  wanted  three  yards  but  the  saleswoman  gave  her  six.  (16)  He  gave  me 
some  apples  and  which  I  liked  very  much.  (17)  Please  give  me  that  much  in  a 
glass.  (18)  To  really  know  your  goods  you  must  study  them  from  their  source  to 
their  sale.  (19)  Nothing  but  constant  vigilance  and  industry  are  required  for  suc- 
cess in  business.  (20)  Any  of  the  secretaries  in  the  executive  offices  are  entitled 
to  attend  the  lecture.  (21)  The  advertiser  he  took  every  advertisement  in  the 
morning  paper  and  studied  them.  (22)  Each  boy  and  girl  in  the  store  was  given 
a  badge  of  merit  for  his  lapel.  (23)  She  asked  me  what  sort  of  a  hat  that  was  I 
am  selling.  (24)  Neither  of  those  four  cash  girls  have  their  aprons  on  right.  (25) 
The  employer  hires  who  he  pleases  to  work  in  this  establishment.  (26)  I  took  the 
accountant  to  be  he.     (27)  What  did  you  say  was  the  price  of  these  specials  for 


THE  BUSINESS  SENTENCE  85 

today?  (28)  I  have  not  and  I  will  not  pay  for  the  shoes.  (29)  This  is  one  of 
the  few  stores  that  is  to  be  depended  upon.  (30)  This  property,  together  with  the 
adjoining  parcel,  have  been  sold.  (31)  This  looks  as  if  it  were  a  good  location  on 
the  map.  (32)  If  any  one  has  been  cheated  they  should  tell  us.  (33)  He  bought 
more  than  me.     (34)  She  gave  him  fuller  measure  than  me. 

(35)  Each  of  the  dealers  are  telling  untruths  about  each  other.  (36)  It  was  the 
crowd  in  the  store  which  caused  the  confusion.  (37)  They  were  told  to  immedi- 
ately clear  the  aisles.  (38)  He  hasn't  scarcely  any  knowledge  of  selling.  (39) 
He  is  going  to  try  and  purchase  the  six  lots.  (40)  The  display  in  the  windows 
looks  beautifully.  (41)  He  told  him  that  he  couldn't  repair  his  shoes  which  he 
had  brought  to  him  yesterday.  (42)  Us  office  girls  are  going  to  have  luncheon 
in  the  main  dining-hall.  (43)  If  I  was  that  salesman  I  wouldn't  talk  so  much. 
(44)  This  is  as  beautiful  if  not  more  so  than  that.  (45)  Fill  out  the  card 
you  just  enclosed  in  your  first  spare  moment.  (46)  I  am  as  glad  to  hear  this  as 
you.  (47)  John  is  either  going  or  I  am.  (48)  He  would  like  to  have  seen  you.  (49) 
I  want  you  should  do  this  for  me.  (50)  Buy  from  the  grocery  a  package  of  noodles. 
(51)  He  sits  talking  business  by  the  hour.  (52)  It's  no  use  to  go  there.  (53)  He 
is  sixteen  years  of  old.  (54)  No  one  can  help  from  loving  the  work.  (55)  What 
use  is  this  piece  of  ribbon?  (56)  The  cows  lie  in  the  meadow  under  a  tree.  (57) 
A  man  was  digging  a  well  with  a  Roman  nose.  (58)  Wash  off  your  hands.  (59) 
I  am  going  to  buy  me  a  new  hat. 

4.  Lack  of  unity  and  coherence  in  the  following  sentences  is  caused  by  improper 
connection,  reference,  and  modification.     Rewrite  the  sentences  correctly: 

(i)  Frank  W.  Wool  worth  was  born  and  reared  on  a  farm  in  New  York,  who  was 
the  founder  and  organizer  of  the  famous  Woolworth  five  and  ten  cent  stores,  in 
1852.  (2)  Woolworth  took  a  course  in  a  commercial  college  at  Watertown,  New 
York,  when  he  was  nineteen  years  old  in  preparation  for  his  life  work.  (3)  The 
day  after  he  finished  his  course  he  drove  around  looking  for  a  job  in  a  cutter.  (4) 
He  was  given  a  position  with  a  drygoods  firm  after  a  long  search  called  Augsbury 
and  Moore  at  $3.50  a  week.  (5)  Later  he  was  offered  by  another  merchant  of  the 
town  ten  dollars  a  week  and  before  long  he  was  told  he  was  not  selling  goods  enough 
but  his  wages  must  be  reduced  to  eight  dollars.  (6)  His  health  broke  soon  after- 
ward and  his  ambition  was  burning  as  strongly  as  ever  and  he  was  forced  to  tempo- 
rarily go  back  to  the  farm.  (7)  Some  time  later  he  was  told  by  Mr.  Moore  of  Moore 
and  Augsbury  that  he  needed  him  to  spur  up  business  and  he  asked  him  what  he 
could  do.  (8)  On  receiving  this  offer  a  table  was  procured  for  Woolworth  which 
he  placed  in  an  aisle  of  the  store,  arranged  some  goods  on  it,  and  invited  every  cus- 
tomer for  five  cents  each  to  take  their  choice.  (9)  This  was  the  beginning  which  re- 
sulted in  the  Woolworth  system  of  five  and  ten  cent  stores  of  the  idea  of  selling  at 
a  uniformly  low  price  an  assortment  of  goods.  (10)  In  1879,  February,  he  started  a 
five  cent  store  in  Utica  and  this  venture  failed  and  Woolworth  did  not  lose  confi- 
dence and  in  June  of  the  same  year  he  opened  a  store  in  Lancaster,  Pennsylvania, 
and  this  was  a  pronounced  success  from  the  first  and  sold  more  than  thirty  per 


86  THE  ENGLISH  OF  COMMERCE 

cent  of  its  stock  the  first  day.  (ii)  From  these  beginnings  in  1879  the  Woolworth 
idea  in  this  country  has  developed  and  there  were  1038  stores  in  191 8  in  all  parts 
of  the  United  States  under  the  Woolworth  management  but  this  is  the  biggest 
chain  shop  system  in  the  world  and  824,428,840  people  bought  merchandise  in 
them  during  the  year  1918.  (12)  There  are  now  eleven  administrative  offices  in 
various  parts  of  the  country  for  managing  the  huge  system  of  whom  each  has  a 
district  manager  with  whom  there  are  associated  managers,  merchandising  men, 
accountants,  superintendents,  and  others  and  moreover  the  business  is  still  growing. 

5.  If  possible,  assemble  the  facts  presented  in  each  of  the  groups  below  into 
one  unified,  coherent  sentence.  Two  or  three  of  the  groups  may  require  two  sen- 
tences for  the  best  condensation.  Be  guided  in  your  work  by  what  is  said  above 
under  the  headings  unity  and  coherence: 

(i)  The  Curtis  Publishing  Company  has  a  new  building.  It  is  located  on  Inde- 
pendence Square,  Philadelphia.  It  occupies  more  than  twenty-one  acres  of  floor 
space.  It  is  used  exclusively  for  the  publication  of  The  Ladies  Home  Journal,  The 
Saturday  Evening  Post,  The  Country  Gentleman.  (2)  A  single  edition  of  The  Ladies 
Home  Journal  consists  of  two  million  copies.  It  weighs  2,100,000  pounds.  It  would 
fill  eighty-five  large  government  mail  cars.  It  would  make  a  pile  about  fifty-five 
times  as  high  as  Washington  Monument.  (3)  The  Company  uses  more  than  575,000 
pounds  of  wrapping  paper  each  year.  This  is  used  in  preparing  bundles  for  ship- 
ment. The  rope  used  for  these  bundles  would  make  a  line  more  than  six  thousand 
miles  long.  (4)  About  thirty-five  hundred  people  are  employed  by  the  business, 
editorial,  and  manufacturing  departments.  More  than  one  thousand  women  and 
girls  eat  luncheon  in  the  Company's  commodious  dining  room  each  day.  Em- 
ployees assemble  frequently  in  the  Company's  large  auditorium  for  meetings  of 
various  kinds.  (5)  The  Company  uses  more  than  twelve  million  postage  stamps 
in  a  year.  In  addition,  it  pays  six  hundred  thousand  dollars  to  the  United  States 
Government  for  carrying  publications  mailed  from  the  home  office.  More  than 
one  hundred  seventy-five  tons  of  publications  leave  the  shipping  division  each  work- 
ing day  of  the  year.  (6)  More  than  350  typewriters  are  in  daily  use  in  the  Com- 
pany's offices.  Much  of  the  Company's  correspondence  is  dictated  into  160  phono- 
graphs. Two  million  letters  are  answered  annually.  A  single  day's  incoming  mail 
may  contain  35,000  letters.  These  letters  may  contain  remittances  amounting  to 
$40,000.  (7)  The  Saturday  Evening  Post  is  a  weekly  publication.  It  has  a  paid  cir- 
culation of  more  than  two  million  copies.  The  Country  Gentleman  is  a  monthly 
publication.  It  has  a  paid  circulation  of  more  than  three  hundred  thousand  copies. 
The  Ladies  Home  Journal  is  a  monthly  publication.  It  has  a  paid  circulation  of 
two  million  copies.  Every  twenty-eight  days  the  press  rooms  turn  out  about  twelve 
million  copies.  This  is  more  than  140,000,000  copies  annually.  (8)  Information 
received  from  fifteen  hundred  readers  shows  that  each  copy  of  each  publication  is 
read  by  an  average  of  five  persons.  One  out  of  every  ten  persons  in  the  United 
States  reads  The  Ladies  Home  Journal.  More  than  one  out  of  every  ten  persons  in 
the  United  States  read  The  Saturday  Evening  Post, 


THE   BUSINESS  SENTENCE 


87 


6.  Rewrite  the  following  notices  and  advertisements  correctly: 


14  West  125  St. — Private  party,  newly  furnished, 
scrupulously  clean,  heated  room;  excellent  trans- 
portation; $3.50;  breakfast.     MARTIN. 


LADY    ORCHESTRAS    furnished    for    socials, 
clubs,  private  affairs  and  dancing.     Katheryn 
Roth,  552  W.  184  St.     'Phone  Audubon  4257. 


LOST — Diamond  Pendant  with  two  drop  pearls, 
en  route  Providence  to  New  York.    Reward. 
E.  L.  BUSH,  71  Worth  St. 


ROOMS  FOR  RENT— Nice  cool  rooms  in  a  quiet 
neighborhood  for  gentlemen.    Address  H,  care 
Repository. 


NURSE — A   thoroughly    reliable   infant's   nurse; 
has  long  experience  in  care  of  infants  from  birth; 
best  city  reference.     Call  two  days.   Eraser's  bell. 
112  West  61  St. 


NURSE — Most  reliable,  experienced,  middle  aged 
child's  nurse,  infant  or  older;  fond  of  children; 
kind,  patient;  highest  references;  good  sewer;  city 
or  country.  Call  two  days,  251  West  112  St. 
(Becker's  bell.) 


Mrs.  M.  E.  Henderson  has  a  bungalow  in  the 
depths  of  the  Oregon  woods  which  she  built  herself 
and  has  a  proud  record  as  cook,  carpenter,  builder 
and  woodsman. 


Mrs.  E.  Coneybeare  of  Clydach,  England,  is 
knitting  socks  for  the  British  troops,  just  as  she 
did  for  the  soldiers  in  the  Crimean  war  and  in 
South  Africa. 


Cooks,  nurses,  maids  and  other  domestic  servants 
in  Pennsylvania  will  only  work  eight  hours  a  day 
if  the  bill  advocated  by  the  industrial  commission 
becomes  a  law. 


FOR  SALE— Late  residence  of  H.  C.  Waite  at 
No.  128  S.  Second  street,  Chelsea,  Pa.  Lot  has 
a  frontage  of  36  feet  more  or  less  on  Second  street 
and  a  depth  of  96  feet  and  being  44  feet  wide  ia 
the  rear.  For  further  information  in  regards  to 
this  very  desirable  home,  call  on  or  address  MRS. 
MICHAEL  LOWMAN,  577  Baltimore  Avenue. 


WANTED — A  boy  who  can  open  oysters  that 
rides  a  bicycle.  XY3  Times 


WANTED— Girls  to  sew  buttons  on  the  fifth  floor. 
7.  C.-Main  Office 


LOST — A  Scotch  terrier  by  a  gentleman  with  his 
ears  cut  short.  124B  Downtown 


LOST — An   umbrella   by   a   gentleman   with    an 
ivory  head.  V.  R.  Wdrid 


RESPECTABLE  colored  woman  wants  washing 
at  home.     Smith,  20  West  134  St. 


SECTION  11 

Final  Punctuation. — Punctuation  is  an  aid  to  clearness.  When 
you  speak,  you  unconsciously  punctuate  your  speech  by  means  of 
pause  and  phrasing  and  change  of  tone  (Chapter  VII).  When  you 
write,  you  use  certain  marks  to  indicate  punctuation.  Three  of  these 
marks — the  period,  the  question  mark,  the  exclamation  mark — 
are  used  at  the  ends  of  sentences  and  are  called  final  punctuation 
marks.  Five  of  them — the  comma,  the  semicolon,  the  colon,  the 
DASH,  QUOTATION  MARKS — are  used  within  sentences,  and  are  called 
internal  punctuation  marks.  Parentheses  and  brackets  are  fre- 
quently used  within  sentences,  but  they  may  also  enclose  matter 
that  is  independent  of  sentence  connection.  The  hyphen  and  the 
apostrophe  (see  pages  37  and  41)  are  sometimes  called  word  punctu- 
ation marks. 


The  PERIOD  ( . )  is  used  at  the  end  of  declarative  and  imperative  sentences. 
It  is  used  after  most  abbreviations  (Chapter  IX) ;  it  is  used  after  numbers  and 
letters  that  mark  off  written  matter;  it  is  used  to  mark  off  decimals,  as  $15.30. 
It  is  not  used  after  letters  used  to  indicate  fictitious  persons:  Mr.  A  and  Mr.  B 
are  friends.     Courtesies  and  commands  expressed  in  interrogative  form  may 


88  THE  ENGLISH   OF   COMMERCE 

be  followed  by  the  period,  as  Witt  you  please  Rtt  in  this  blank.     Why  don't 
you  do  as  you  are  told,  young  man. 

The  CUESTION  MARK  (  ?  )  is  used  after  all  direct  questions.  Do  not  make 
the  mistake  of  using  the  question  mark  after  indirect  questions.  Direct: 
''Where  did  you  buy  it?"  she  asked.  Indirect:  She  asked  where  I 
bought  it.  When  a  question  is  broken  into  a  number  of  parts,  the  question 
mark  should  be  placed  after  each  part.  It  is  allowable,  however,  to  place 
a  comma  or  a  semicolon  after  each  part  and  the  question  mark  at  the  end. 
What  is  the  location  of  Honolulu  ?  its  climate  ?  its  chief  industries  ?  its 
population  7  The  first  word  of  each  part  in  such  a  series  may  or  may  not 
be  capitalized.  The  question  mark  is  sometimes  used  in  parentheses  to  indi- 
cate doubt,  as  Shipment  was  sent  by  Miller  (?)  on  the  twentieth. 

The  EXCLAMATION  POINT  (  !  )  is  uscd  as  a  rule  after  interjections,  and  after . 
all  words,  phrases,  and  sentences  that  express  strong  feeling.  The  mark  origi- 
nated in  the  Latin  word  for  joy,  lo,  written  one  letter  above  the  other,  i.  If 
an  interjection  stands  at  the  beginning  of  a  sentence  all  of  which  expresses 
emotion,  it  may  be  followed  by  the  comma  and  the  exclamation  mark  placed 
at  the  end  of  the  sentence.  The  interjection  O  is  used  chiefly  in  direct  address 
and  other  absolute  constructions.  The  exclamation  point  is  not  placed  after 
it,  as  a  rule,  but  after  the  whole  expression  of  which  it  is  a  part.  Oh  is  an 
expression  of  feeling  and  usually  requires  the  exclamation  point  after  it  when 
it  stands  first  in  an  expression:  Oh  !  you  startled  me  .  .  .  O  Bill!  where 
have  you  been  ? 

Words  following  periods  are  capitalized.  Words  following  the  question 
mark  and  the  exclamation  point  are  capitalized  when  the  matter  that  follows 
is  independent  in  meaning.  When  the  matter  that  follows  the  question  mark 
or  exclamation  point,  is  continuous  with  what  goes  before,  no  capitalization 
is  required:  Did  he  reply  to  you  ?  No,  he  ran  away  /  .  .  .  "Where  are 
you  ?  "  he  asked.    ..."  You  idiot  !  "  he  yelled. 

Internal  Punctuation. — Punctuation  is  used  within  the  sentence 
in  order  to  make  construction  stand  out  clearly  and  to  assist  the 
mind  through  the  eye  to  phrase  and  partition  expression  exactly. 

The  COMMA  ( , )  is  used  to  mark  off  constructions  that  are  not  closely  con- 
nected with  the  sentence  in  which  they  occur,  such  as,  apposition,  nominative 
absolute,  direct  address,  and  introductory  and  thrown-in  expressions.  These 
are  here  illustrated  in  order:  John  Wanamaker,  the  merchant  prince,  says, 
**  I  should  as  soon  think  of  doing  business  without  clerks  as  without  adver- 
tising." .  .  .  The  appointed  hour  having  come,  the  interview  was  carried 
out  as  planned.  ...     Young  man,  keep  your  eyes  off  the  clock.  •  •  •     As 


THE  BUSINESS  SENTENCE  89 

tor  that,  I  refuse  to  have  anything  to  do  with  it.  .  .  •     He  resigned,  how-' 
ever,  in  spite  of  their  appeals. 

The  comma  is  used  to  mark  off  phrases  and  dependent  clauses  that  stand 
first  in  a  sentence:  In  the  vast  majority  of  mills  under  our  supervision, 
you  will  find  all  the  employees  thoroughly  loyal  and  patriotic.  .  .  .  While 
he  was  demonstrating,  the  multigraph  suddenly  refused  to  work. 

The  comma  is  used  to  mark  off  the  terms  of  a  series  having  the  same  con- 
struction. If  the  last  two  terms  of  a  series  are  connected  by  a  conjunction, 
the  best  usage  requires  that  the  comma  be  used  also  before  the  conjunction: 
John,  Charles,  and  Harry  are  all  in  business.  ...  He  received  his  money 
back,  dollar  for  dollar,  cent  for  cent,  mill  for  mill. 

The  comma  is  used  to  mark  off  clauses  that  are  not  restrictive.  A  non- 
restrictive  clause  is  one  that  is  not  necessary  to  a  complete  understanding  of  the 
sentence  in  which  it  is  used.  A  restrictive  clause  is  a  clause  that  is  necessary 
to  a  complete  understanding  of  the  sentence  in  which  it  is  used:  The  business 
that  you  put  your  best  effort  into  will  some  day  pay  you  back.  .  .  .  The 
old  A.  T.  Stewart  store,  which  is  located  at  Broadway  and  Ninth  Street,  is 
now  the  John  Wanamaker  store.     (See  page  78.) 

The  comma  is  used  to  separate  a  dependent  from  an  independent  clause, 
or  to  separate  two  independent  clauses,  when  either  of  them  is  extremely  long 
or  when  one  is  sharply  contrasted  with  the  other.  This  means,  in  part,  that 
the  comma  is  frequently  used  before  but,  because,  if,  for,  nor,  as,  and  simi- 
lar words  denoting  a  change  or  a  turn  in  meaning.  It  also  means  that  the 
comma  is  frequently  used  before  a  long  antithetical  clause  introduced  by  not: 
Success  is  attained  by  a  student,  neither  because  he  makes  a  bookworm  of 
himself  nor  because  he  is  popular  with  all  who  know  him,  but  because  he 
is  able  to  prove  himself  an  all-round  student  and  a  tactful,  courteous 
mixer.  .  .  .  He  works  hard,  not  because  he  is  desirous  of  making  a  large 
amount  of  money,  but  because  he  loves  his  Job. 

The  comma  is  used,  as  a  rule,  after  the  following  and  similar  words  where 
they  introduce  a  clause  or  a  sentence  and  refer,  not  to  any  particular  word, 
but  to  the  whole  sentence:  first,  second,  third,  etc.,  no,  yes,  now,  why,  hence, 
nevertheless,  therefore,  again,  further,  finally,  consequently,  well,  for 
example,  on  the  whole,  by  and  large. 

The  comma  is  used  to  mark  off  a  brief  informal  quotation  from  the  rest 
of  a  sentence:  "/  haven't  the  exact  change,"  he  said.  .  .  .  He  said, 
"  /  haven't  the  exact  change.*'  ...  "  /  haven't,"  said  he,  "  the  exact 
change."  When  quotations  are  used  to  set  off  a  title  the  comma  is  not 
used:  /  have  read  Maxwell's  **  Salesmanship." 

The  comma  is  used  to  mark  off  two  words  or  phrases  or  clauses  that  are  the 


90  THE  ENGLISH  OF  COMMERCE 

same  or  similar  in  form,  or  to  separate  two  figures  indicating  different  classes 
of  things:  Whatever  is,  is  right.  ...  In  1918,  385  pupils  entered.  .  .  , 
When  you  work,  work  hard.     But  such  constructions  are  to  be  avoided. 

The  comma  is  not  used  to  separate  the  name  of  the  month  from  the  year,  but 
always  to  separate  the  date  of  the  month  from  the  year:  November  1920.  .  .  . 
November  20,  1920. 

The  comma  is  used  to  facilitate  the  reading  of  long  numbers.  It  need  not 
be  used,  however,  with  a  number  of  four  digits  unless  that  number  occurs 
in  a  list  of  longer  numbers:    3,410,211  .  .  .   1492,  no    1,492. 

The  comma  is  used  in  such  sentences  as  the  following  for  the  purpose  of 
conveying  a  certain  desired  meaning  and  to  prevent  ambiguity.  Omit  the 
comma  from  them  and  the  meaning  is  changed:  Industry  gains  respect,  and 
riches  too.  .  .  .  He  folded  the  garment,  as  I  requested.  .  .  .  John,  Charles, 
and  Harry  are  here,  .  .  .  John,  Charles  and  Harry  are  here. 

The  comma  is  used  to  denote  an  omission:  To  fail  is  artificial;  to  succeed, 
natural. 

The  SEMICOLON  ( ; )  is  used  to  separate  the  clauses  in  a  compound  or  a 
compound-complex  sentence  when  they  are  somewhat  long  or  when  their  rela- 
tion is  neither  close  enough  to  justify  the  comma  nor  remote  enough  to  justify 
the  period.  Used  in  this  way,  the  semicolon  may  have  the  value  of  a  sub- 
ordinate or  co-ordinate  conjunction;  it  may  precede  such  words  as  hence,  thus, 
therefore,  namely,  introducing  result  clauses;  it  may  precede  the  explana- 
tion or  the  consequence  or  the  repetition  of  an  assertion:  An  American 
raised,  sorted,  and  inspected  the  wool  from  which  a  large  American  flag 
was  recently  made;  an  Italian  carded  it;  a  Swede  spun  it;  a  German  warped 
it;  an  Englishman  dressed  it;  a  Belgian  wove  it;  an  Albanian  scoured  it; 
a  Turk  dyed  it;  a  Pole  pressed  it;  a  Frenchman  supervised  the  entire  man- 
ufacture of  it;  a  Jew  owned  the  mill  in  which  it  was  manufactured;  an 
Irishman  raised  the  huge  flagstaff  from  which  the  flag  today  floats  on  the 
breeze — the  emblem  not  only  of  the  land  of  the  free  and  the  home  of  the 
brave,  but  of  the  great  American  melting  pot  as  well.  ...  /  saw  no  reason 
for  delaying  the  shipment  of  merchandise;  hence,  I  forwarded  it  at  the 
scheduled  time.  .  .  •  The  National  Cash  Register  has  changed  all  this; 
instead  of  pulling  open  a  rickety  old  cash-drawer,  you  push  a  button, 
get  change  automatically,  and  have  the  sale  recorded,  at  one  and  the 
same  time. 

The  semicolon  is  used  to  separate  phrases  and  clauses  that  in  themselves 
require  the  comma.  The  use  of  too  many  commas  in  a  sentence  confuses  the 
eye  and,  consequently,  the  mind  of  the  reader.  As  she  entered  the  shop,  I 
greeted  her;  as  she  began   to  examine  goods,  I  attended  her;  as  she  indi- 


THE  BUSINESS  SENTENCE  9 1 

cated  her  choice,  I  wrapped  her  parcel;  but  as  her  purse  was  empty,  I  did 
not  sell. 

The  semicolon  is  used  to  separate  a  series  of  long  phrases  or  dependent 
clauses  when  all  of  them  depend  on  the  same  clause.  The  comma  or  the  dash 
is  usually  placed  after  the  last  member  of  the  series:  After  the  bills  were 
printed;  after  most  of  them  had  been  posted  on  billboards;  after  promise 
ing  inquiries  began  to  come  in;  after  everything  was  in  readiness  for  a  big 
sales  victory — the  epidemic  forced  us  to  close  for  a  week. 

The  semicolon,  like  the  comma,  is  sometimes  necessary  to  prevent  mis- 
understanding: //  /  were  a  wealthy  business  man  I  would  have  horses, 
motors,  yachts,  palaces,  and  estates;  and  the  whole  world  should  minister 
to  my  enjoyment.  But  for  the  semicolon  in  this  sentence,  world  might  be 
taken  on  first  reading  as  object  of  have. 

The  semicolon  is  used  to  separate  the  members  of  a  series  when  commas  are 
required  to  indicate  subdivisions:  The  items  are  as  follows:  cambric,  five 
yards;  muslin,  six  yards;  cretonne,  ten  yards;  silk,  twelve  yards. 

The  COLON  (  : )  is  used  before  a  long  or  formal  quotation:  The  chairman 
of  the  convention  introduced  the  next  speaker  as  follows:  Our  next  address, 
etc. 

The  colon  is  used  after  the  salutation  in  business  letters. 

The  colon  is  used  before  an  enumeration  or  before  a  statement  that  con- 
cludes or  summarizes  or  explains  a  previous  one;  it  thus  takes  the  place  of  as 
follows  or  namely  :  Advertising  is  divided  into  two  general  classes  :  whole^ 
sale  and  retail.  ,  .  .  The  work  of  the  shop  went  on  uninterruptedly  in  the 
absence  of  the  manager  :  a  further  evidence  of  the  good  will  existing  in 
the  establishment. 

The  colon  is  frequently  used  to  separate  figures  indicating  time,  and  to 
separate  place  names  from  other  names:  New  York:  Charles  Scribner's 
Sons.  ...  We  dined  at  7:30.  The  dash  may  be  used  in  the  former  illus- 
tration; the  period  or  the  hyphen  in  the  latter. 

The  best  usage  requires  that  the  word  following  a  colon  shall  be  capital- 
ized when  the  material  following  it  is  a  complete  clause  or  sentence:  Resolved : 
That  all  employees  be  required  to  contribute  to  the  pension  fund  of 
their  respective  firms. 

The  DASH  ( —  )  is  used  to  denote  a  sudden  change  or  interruption  in  thought: 
Suits,  cloaks,  hats,  shoes,  gloves — every  kind  of  wear  was  displayed. 

The  dash  is  used  either  alone  or  in  combination  with  the  comma  or  the  colon 
to  precede  an  example,  an  illustration,  an  enumeration,  or  a  long  quotation:  To 
some  salesmen,  selling  is  like  fishing — they  throw  out  a  variety  of  bait  in 
the  hope   that   they  may  convert  nibbles  into  bites.     The  best  usage  re- 


92  THE  ENGLISH  OF  COMMERCE 

quires,  however,  that  the  dash  be  not  used  in  combination  with  any  other 
mark  of  punctuation. 

Dashes  are  sometimes  used  in  pairs  to  set  off  explanatory  matter,  or 
matter  that  is  added  or  thrown  in:  We  were  seated — the  clerk  and  I — 
with  our  backs  to  the  wall. 

There  is  too  great  a  tendency  in  business  writing  to  use  the  dash  in  place 
of  the  period,  though  its  use  is  frequently  justified  when  it  is  desirable  to 
convey  the  impression  of  speed:  Run — leap — fly.  It  may  be  used  to  separate 
words,  as  Ice — Coal — Wood,  and  to  indicate  the  omission  of  letters  in  words,  as 
Mr,  Bl — ne.     But  it  should  not  be  made  to  serve  as  any  final  punctuation  mark. 

Quotation  Marks  ("  ")  are  used  to  mark  off  direct  discourse,  that  is,  the 
direct  words  of  a  speaker.  They  are  not  used  with  indirect  discourse,  that 
is,  the  words  of  another  expressed  in  your  own  language.  He  said,  "  /  am 
going  down  to  the  stock  exchange.**  .  .  .  He  said  he  was  going  down  to 
the  stock  exchange. 

The  first  word  of  a  direct  quotation  is  capitalized,  unless  the  quotation 
is  made  from  the  middle  of  a  sentence.  In  this  case  the  first  quotation  marks 
are  placed  where  the  quotation  would  really  begin  were  it  given  in  full,  and 
the  fine  is  filled  with  dots  called  leaders:  ".  .  .  and  so,  commerce  fathers 
and  mothers  and  brothers  and  sisters  the  world.** 

Single  quotation  marks  are  used  to  mark  off  a  quotation  within  a  quota- 
tion: "  Can  you  tell  me,*'  she  asked,  **  who  said,  'Advertising  is  business 
electricity  *  ?  ** 

Quotation  marks  are  sometimes  used  to  indicate  titles  and  to  call  special 
attention  to  words  or  word  groups:  **  News'*  is  singular  number i  Type 
variation  may  be  used  for  the  same  purpose. 

The  period  and  the  comma  are  always  placed  within  the  quotation  marks. 
The  colon,  the  semicolon,  the  exclamation  point,  and  the  question  mark  must 
be .  placed  within  or  without  the  quotation  marks  according  as  they  belong  or 
do  not  belong  to  the  quoted  matter.  Note:  What  is  meant  by  **  taxation 
without  representation  **?...  He  asked,  **What  is  the  meaning  of  taxa- 
tion without  representation  ?  **  or  He  asked,  "  What  is  the  meaning  of 
*  taxation  without  representation  *?**.,,  **  Cod  prevent  !  **  she  wailed. 
.  .  .     O  that  bothersome  "  each  **  ! 

If  continuous  paragraphs  are  quoted,  the  quotation  marks  should  be  placed 
at  the  beginning  of  each  paragraph  and  after  the  last  paragraph  only.  Quoted 
matter  continued  to  some  extent  is  frequently  set  off  by  means  of  finer  print 
or  different  margining,  or  both,  and  quotation  marks  are  omitted.  A  few  brief 
turns  of  conversation  may  be  placed  within  a  paragraph,  and  marked  off  with 


THE   BUSINESS  SENTENCE  93 

sufficient  distinctness  by  the  quotation  marks.     If,  however,  conversations  run 
to  some  length,  the  words  of  each  speaker  should  be  separately  paragraphed. 

Parentheses  (  )  are  used  to  enclose  figures  or  letters  that  mark  off 
divisions  in  a  piece  of  writing.  They  are  used  to  enclose  illustrative  or  explan- 
atory matter  that  is  not  closely  linked  to  the  construction  of  a  sentence:  /  saw 
the  warehouse  {it  had  recently  been  rebuilt)  as  soon  as  we  rounded  the 
corner.  When  matter  enclosed  in  parentheses  makes  an  independent  sen- 
tence and  has  no  connection  with  what  precedes  or  follows,  punctuation  marks 
are  placed  inside  the  parentheses.  When  the  matter  enclosed  belongs  to  the 
preceding  sentence,  the  punctuation  is  placed  outside.  Note:  Shipments  of 
a  half  ton  or  over  are  weighed  here;  those  under  this  weight  are  weighed 

in  the  shed,     {This  rule  has  no  exception.) You  will  not  forget  how 

to  spell  sepArate  if  you  make  a  wedge  of  the  first  **  a  "  {as  is  done  here, 
for  instance). 

Brackets  [  ]  are  used  for  almost  the  same  purpose  as  parentheses,  but 

the  matter  enclosed  in  them  is  more  remote  from  the  meaning  of  the  sentence 

than  that  enclosed  in  parentheses,  and  is  usually  inserted  by  some  one  other 

than  the  original  writer.    The  newspaper  uses  brackets  to  set  off  such  insertions 

as  [applause]  [cheers], 

PROBLEMS 

Read  the  following  aloud  to  your  classmates.  Enable  them  to  supply  the  correct 
punctuation  by  your  phrasing  and  pausing.  Some  capitalization  and  hyphenation 
are  required  also: 

our  great  grandmother  spun  wool  Into  yarn  and  wove  yarn  into  cloth  to  make 
garments  for  the  whole  family  our  great  grandfather  tanned  the  hides  from  which 
he  made  the  f^milys  shoes- through  the  invention  of  machinery  came  the  modern 
factory  system  the  ponderous  loom  in  the  old  fashioned  kitchen  with  its  tiled  floor 
and  hearty  fireplace  has  given  place  to  batteries  of  lightning  speed  machines  in  enor- 
mous factories  thousands  of  yards  of  cloth  are  now  turned  out  in  the  same  time  that 
it  formerly  took  to  produce  a  few  inches  clothing  shoes  food  preparations. furniture 
vehicles, in  fact  all  articles  of  human  need_,are  now  produced  in  enormous  quantities, 
in  great  central  manufacturing  plants  the  outstanding  feature  of  modern  civilization 
is  conservation  economy  efficiency  the  organizing  and  centralizing  of  human  en- 
deavor to  eliminate  duplication  of  effort  and  to  accomplish  the  greatest  result  with 
the  least  expenditure 

following  centralized  production  came  centralized  distribution  and  its  growth 
has  been  rapid  all  over  the  country  small  town  merchants  formerly  supplying  a 
limited  territory  of  a  few  miles  are  now  doing  business  by  telephone  and  automobile 
delivery  over  a  much  wider  field  with  the  growth  of  railroad  and  interurban  trans- 
portation city  merchants  have  doubled  and  redoubled  their  business  territory  but 
centralized  distribution  has  come  to  its  highest  development  in  a  few  enormous 


94  THE   ENGLISH   OF   COMMERCE 

plants  selling  goods  by  mail  to  people  all  over  the  united  states  we  sears  roebuck  and 
company  at  present  have  over  six  million  customers  during  the  year  191 7  we  sold 
over  nine  and  one  half  million  pairs  of  shoes  and  rubbers  over  ten  million  pairs  of 
stockings  over  five  million  pieces  of  knit  underwear  over  fifteen  million  iron  bolts 
and  a  large  variety  of  other  commodities  in  like  proportions  from  present  indications 
our  business  during  the  year  19 18  will  show  a  large  increase  over  191 7 

on  account  of  this  tremendous  volume  we  are  naturally  able  to  short  cut  the 
ordinary  channels  of  distribution  it  is  inevitable  that  we  should  be  able  to  make  you 
lower  prices  quality  for  quality  for  we  either  manufacture  the  goods  ourselves  or 
buy  them  direct  from  the  manufacturer  in  such  enormous  quantities  that  we  can 
buy  lower  than  the  average  jobber  we  own  ten  shoe  factories  large  sewing  machine 
and  cream  separator  factories  one  of  the  largest  farm  implement  factories  in  the 
country  a  complete  paper  mill  for  making  wall  paper  and  a  paint  factory  with  a 
capacity  of  two  million  gallons  of  mixed  paint  a  year  in  addition  to  these  we  handle 
the  entire  output  of  a  large  number  of  factories  of  all  kinds 

The  story  of  the  growth  of  sears  roebuck  and  company  is  one  of  the  greatest 
romances  in  the  annals  of  human  achievement  thirty-four  years  ago  richard  w  sears 
was  a  telegraph  operator  and  express  agent  at  redwood  falls  minnesota  one  day  a 
shipment  of  watches  arrived  from  a  manufacturer  addressed  to  a  local  dealer  through 
some  misunderstanding  between  the  dealer  and  the  manufacturer  the  dealer  refused 
the  watches  mr  sears  arranged  to  sell  them  and  in  spare  moments  he  wrote  letters 
to  some  of  his  railroad  acquaintances  he  told  the  exact  truth  about  the  watches 
and  offered  them  at  a  small  margin  of  profit  he  sold  them  and  his  customers  were 
pleased  soon  a  second  box  followed  the  first  and  from  that  start  has  grown  the 
largest  mail  order  business  in  the  world  it  has  been  said  that  back  of  every  great 
accomplishment  has  been  the  driving  force  of  a  great  idea  at  a  time  when  mer- 
chandising was  a  hodgepodge  of  honesty  and  dishonesty  when  money  was  made 
on  sharp  practice  rather  than  on  efficiency  mr  sears  conceived  that  business  could 
be  put  on  a  well  organized  scientific  basis  and  that  a  tremendous  success  could  be 
built  up  on  absolute  honesty  coupled  with  a  high  powered  efficiency 

how  has  this  business  been  built  up  why  by  aggressive  honesty  it  is  not  sufficient 
that  the  man  you  buy  goods  from  intends  to  tell  you  the  truth  about  the  goods  he 
must  know  that  he  is  telling  you  the  truth  we  maintain  a  staff  of  experts  to  test  and 
analyze  the  goods  of  every  department  and  to  check  our  descriptions  to  make  abso- 
lutely sure  that  the  goods  are  exactly  as  represented  in  our  catalog  we  do  not  say 
that  a  suit  is  made  of  wool  if  it  is  only  part  wool  we  say  specifically  that  it  is  10  per 
cent  or  25  per  cent  or  90  per  cent  wool  or  all  wool  as  the  case  may  be  we  know  that 
one  of  the  big  reasons  people  have  bought  from  us  in  increasing  numbers  for  the 
past  twenty  three  years  is  that  they  have  found  our  goods  as  represented  and  in 
protecting  this  confidence  the  very  foundation  of  our  business  we  use  exceptional 
care  to  make  no  statements  in  our  catalog  that  are  exaggerated  or  in  any  way  mis- 
leading we  add  to  this  our  comprehensive  guarantee  that  if  for  any  reason  a 
customer  would  rather  have  his  money  back  than  keep  the  goods  we  will  return 
his  money  including  the  transportation  charges  he  has  paid. 


THE   BUSINESS  SENTENCE  95 


SECTION  12 


Rhythm. — Harsh,  unpleasant  sounds  and  awkward,  irregular 
constructions  in  a  sentence  interfere  with  its  effectiveness,  even 
though  there  may  be  no  serious  grammatical  error  in  it.  Error  in 
expression  does,  of  course,  shock  and  offend  the  ear.  But  in  addition 
to  actual  error  in  grammatical  construction,  there  are  other  faults 
to  be  guarded  against.  The  sentence  Inquire  of  the  individual  who 
has  invested  in  one  is  correct,  but  it  lacks  smoothness  and  rhythm 
and  is  therefore  not  in  the  best  form  for  business  purposes.  It 
contains  too  many  Latin  words  used  to  convey  a  meaning  that  sim- 
ple Anglo-Saxon  words  could  convey  better.  There  is  a  monotonous 
repetition  of  the  syllable  in.  The  accented  words  and  syllables  occur 
at  irregular  intervals.  The  following  is  much  better:  Ask  the  man 
who  owns  one.  This  version  is  short,  smooth,  and  simple.  Alternate 
syllables  carry  the  principal  idea  and  receive  the  principal  accent. 
This  does  not  mean  at  all  that  you  should  aim  to  give  your  business 
speech  and  writing  the  lilt  or  swing  of  poetry.  But  it  means  that 
you  should  aim  at  ease  and  smoothness  and  rhythm  without  having 
your  expression  appear  mechanical  and  affected.  You  can  achieve 
this,  in  one  way,  by  reading  your  writing  aloud  to  yourself  and  to 
others.  The  ear  will  detect  harshness,  awkwardness,  and  unnatural- 
ness,  just  as  it  will  assist  the  memory  to  hold  expressions  that  are 
agreeable,  graceful,  and  natural. 

Note  the  rhythmic  flow  of  each  of  the  following,  secured  largely 
by  regularity  of  accent:  The  flavor  lasts  .  .  .  That's  all  you  need  to 
know  about  a  glove.  .  .  .  They  absorb  the  shocks  that  tire  you  out.  .  .  . 
Get  under  a  Stetson  and  smile A  word  to  the  wives  is  sufficient. 

Now  note  these  halting  equivalents:  The  flavor  is  permanent.  .  .  . 
That  is  all  it  is  necessary  for  you  to  know  regarding  a  glove.  .  .  .  They 
negative  the  exhausting  hammering  of  your  heels  upon  the  pavement. 
.  .  .  Wear  a  Stetson  hat  and  look  happy.  ...  A  recommendation  to 
the  housewives  is  all  that  is  required. 

If  you  would  have  your  sentences  read  smoothly  avoid  the  nom- 
inative absolute  construction.  He  built  a  new  warehouse  to  take  the 
place  of  his  old  one  which  was  burned  is  better  than  His  old  warehouse 
having  been  destroyed  by  fire,  a  new  one  was  built  by  him  in  its  stead. 


96  THE  ENGLISH  OF  COMMERCE 

Avoid  such  broken  or  unnatural  constructions  as  these :  The  then 
mayor  of  the  city.  .  .  .     This  is  a  to  me  new  feature  in  advertising. 

Avoid  such  combinations  as  these:  Such  wretched  etchings.  .  .  . 
Awfully  lovely  lingerie.  .  .  .  The  unsold  stock  still  stands  on  the 
shelves. 

Avoid  such  repetitions  as  these:  Piled  up  upon  the  counter.  .  .  . 
Came  in  in  interesting  condition.  .  .  .  Straightaway  at  the  end  of  the 
hallway  you'll  see  the  way. 

Avoid  "pet"  expressions,  that  is,  the  excessive  use  of  certain 
words  and  phrases,  such  as  fine,  awfully,  absolutely,  deem  it  advisable, 
every  confidence,  potent  factor,  fine  as  silk,  best  ever,  clear  as  crystal,  on 
his  last  legs.  Any  expression  used  to  excess,  whatever  subject  it  may- 
be connected  with,  loses  its  force  and  becomes  stale  or  hackneyed. 

Be  especially  careful  in  the  use  of  the  word  get.  It  is  an  ugly 
word  and  is  much  overused.  It  may  follow  have  for  the  purpose  of 
emphasizing  getting,  as  He  has  got  his  promotion  at  last.  But  it  is 
better  never  to  use  it  to  indicate  either  condition  or  possession.  The 
following  are  decidedly  disagreeable  in  sound :  Fellows,  you've  got  to  get 
together.  .  ,  .  They  finally  got  ready  to  get  their  pictures  taken.  .  .  . 
They  hadn't  got  an  umbrella  and  so  they  got  wet.  .  .  .  When  they  finally 
got  started  the  engine  got  to  getting  troublesome. 

Avoid  a  series  of  phrases  beginning  with  the  same  word.  He 
whispered  to  me  to  tell  John  to  go  to  the  shop  today.  .  .  .  He  showed 
in  what  ways  in  office  work  in  a  great  city  economy  could  be  practiced. 

The  English  language  is  sufficiently  rich  in  synonyms  to  make 
monotonous  repetition  and  harsh  combination  of  words  and  phrases 
wholly  unnecessary.  Repetition  has  a  purpose,  as  explained  on 
page  74.  But  agreeableness  of  expression  should  be  aimed  at  always. 
It  is  quite  as  important  as  agreeableness  of  manner  and  bearing. 

Rhyme  means  correspondence  of  sound  in  words.  It  usually 
occurs  at  the  ends  of  lines  in  verse.  It  should  not  be  used  in  prose, 
except  incidentally  in  epigrams,  slogans,  catch  phrases,  and  the  like. 
Avoid  false  rhyme,  such  as  bees  and  grieves.  Avoid  also  identical 
rhymes,  such  as  bee  and  be.  The  best  rhymes  are  those  that  contain 
the  sound  of  a  single  vowel  followed  by  the  same  consonant,  but 
preceded  by  a  different  consonant,  as  take,  bake;  store,  bore;  sad^  glad; 


THE  BUSINESS  SENTENCE  97 

ship,  trip;  tending,  mending;  graciously,  spaciously.  The  last  illus- 
tration is  called  triple  rhyme;  the  one  before  it,  double  rhyme.  In 
these,  the  syllables  following  the  rhyming  ones  must  be  the  same. 

Idiom. — Words,  phrases,  clauses,  and  sentences  that  do  not  con- 
form strictly  to  grammatical  rule,  perhaps,  but  that  have  gained 
acceptance  in  colloquial  expression,  are  called  idioms.  Every  lan- 
guage has  its  idiomatic  forms  and  they  constitute  the  most  difficult 
part  of  language  study.  Mastery  of  them  is  essential  if  the  student 
would  understand  the  Intimate  little  byways  of  the  life  of  those  whose 
language  he  studies.  The  idiom  denotes  a  turn  of  expression  that 
enriches  and  interprets  the  character  behind  language.  It  is  the 
stamp  of  maturity  and  individuality  in  a  language.  It  insinuates 
habit  and  custom;  it  is  both  ** homey"  and  homely;  it  smacks  of  the 
congeniality  of  the  hearth ;  it  finds  its  way  more  quickly  to  the  heart 
of  the  masses  than  does  more  formal  expression.  For  these  reasons 
it  is  wise  to  make  use  of  the  best  idioms,  to  some  extent  at  least,  in 
all  kinds  of  business  intercourse. 

Faites  venir  le  medecin  is  French  for  **Send  for  the  doctor."  Lit- 
erally translated  it  means,  "Make  come  the  doctor."  La  t$te  me  tourne 
is  French  for  "I  am  dizzy."  Literally  translated  it  means  "The 
head  turns  me."  These  two  examples  are  typical  of  idiomatic  forms. 
They  convey  meaning  more  as  the  result  of  collective  impression 
than  of  word  by  word  translation.  We  have  many  idioms  in  English 
that  appear  just  as  awkward  and  absurd  to  foreigners  as  these  French 
idioms  appear  to  us.  Some  of  them  were  once  slang  that  has  been 
accepted  into  the  language.  Some  of  them  are  the  results  of  habits 
of  speech  that  have  been  unconsciously  formed.  Some  of  them 
violate  certain  of  the  principles  of  unity,  emphasis,  and  coherence. 
In  many  of  them  there  are  unnecessary  words.  Many  of  the  errors 
enumerated  on  pages  70  to  83  pass  currency  as  idiomatic  expression. 
The  use  of  the  preposition  after  certain  verbs  is  one  of  the  puzzling 
idiomatic  problems  in  our  language,  especially  to  those  who  are  but 
slightly  acquainted  with  its  grammar! 

In  group  A  below  are  a  few  of  the  idiomatic  phrases  and  sentences 
in  everyday  conversational  use.  In  group  B  a  few  troublesome  prep- 
ositional combinations  are  listed. 


98  THE  ENGLISH  OF   COMMERCE 

A 

We  shall  go  later  on.  I  have  a  mind  to  go.  I  knew  you  soon  as  I  set 
eyes  on  you.  By  and  large.  It  stands  to  reason.  I  don't  think  so.  I  don't 
propose  to  mince  matters.  I'll  stand  by  the  deal  through  thick  and  thin. 
He'll  get  there  by  hook  or  crook.  I  never  in  all  my  life  saw  such  a  shop.  The 
very  idea  of  such  a  thing !  Not  for  the  world.  This  caps  the  climax.  They're 
birds  of  a  feather.  Where  in  the  world  have  you  been?  I'm  through  with 
you. 

Accompany  with  (an  inanimate  thing),  accompany  hy  (a  person  or  ani- 
mal); accord  with;  acquit  of;  adapted  to  (a  thing  or  a  situation),  adapted 
for  (a  pursuit  or  a  course  of  action),  adapted  from  (a  piece  of  literature,  as 
froni  one  language  to  another);  agree  to  (a  proposal),  agree  with  (a  person); 
compare  with  (after  some  study),  compare  to  (without  study);  comply 
with;  confer  on  (to  bestow),  confer  with  (talk  with);  confide  in  (to  trust 
in),  confide  to  (to  entrust  to);  conform  to;  convenient  for  (use  or  purpose), 
convenient  to  (a  place);  correspond  to  or  with  (a  thing),  correspond  with 
(a  person);  dependent  on;  differ  from  (a  person  or  thing),  differ  from  or 
with  (an  idea  or  opinion),  different  from,  difference  from  {than  is  never 
used  in  these  phrases);  disappointed  in;  fond  of;  fondness  for;  independ- 
ent of;  need  of;  part  from  or  with;  profit  by;  reconcile  to  or  with; 
rely  on  or  upon;  taste  of  (food),  taste  for  (art). 

Some  idiomatic  expressions  are  so  incorrect  grammatically  or  so 
awkward  in  phraseology  and  construction  that  they  should  be  care- 
fully avoided.  A  few  of  these  are  given  here.  Those  marked  with 
an  asterisk  are  in  wide  general  usage  and  are  usually  permitted  to 
pass  without  challenge.  It  is  better  in  all  cases,  however,  to  use 
the  correct  equivalent  given  in  the  first  column. 

SAY:  DO  NOT  SAY: 

Had  I  seen  you  I  should  have  known    Had  I  have  seen  you  I  should  have 

you.  known  you. 

He  has  more  than  you  imagine.  He  has  more  than  you  think  for. 

He  has  a  new  position.  He  has  got  a  new  posi-tion. 

He  is  at  home.  He  is  to  home.     Or, 

He  is  by  home.     Or, 
He  is  by  his  house. 
*  These  idiomatic  combinations  are  taken  from  the  Standard  Dictionary. 


THE   BUSINESS  SENTENCE 


99 


SAY: 

He  delivered  them  at  the  emporium. 

He  is  staying  at  his  uncle's. 

He  couldn't  go.    Or, 

He  was  prevented  from  going. 

He  was  a  man  thirty  years  old. 

How  are  you?    Or, 

How  do  you  do?    Or, 

How  are  you  getting  along? 

I  can't  understand. 

I  am  rather  tired. 

I  am  going. 

I  shall  be  twelve  tomorrow. 

I  want  to  get  in.     Or, 

I  want  to  enter. 

I  can't  help  being  interested. 

I  found  it  behind  the  books  in  the 

closet. 
I  am  going  to  get  up. 
I  am  going  down. 
I  am  going  out. 
I  shall  defeat  him. 
I  shall  see  him  in  regard  to  that. 
In  the  first  place. 
Let  me  look  into  that  drawer. 
My  goldfish  died. 
That's  done.     Or, 
That's  finished. 
The  cashier  staid  at  home  after  the 

holiday. 
The  class  in  merchandising  meets  on 

Thursday  afternoons. 
They  are  not  nearly  so  large  as  they 

were. 


That  is  as  far  as  the  tale  goes. 
They  should  have  sold  well. 
They  ought  to  go. 
We  have  no  more  of  that. 


DO  NOT  SAY: 

He  delivered  them  by  the  emporium. 
He  is  staying  by  his  uncle's. 
He  didn't  get  to  go. 

He  was  a  man  of  thirty  years  old. 
How  is  it  by  you  everything? 


I  can't  seem  to  understand.* 

I  am  kind  of  tired. 

I  am  after  going. 

I  shall  get  twelve  tomorrow. 

I  want  in. 

I  can't  help  but  be  interested. 

I  found  it  in  back  of  the  books  inside 
of  the  closet. 

I  am  going  to  up. 

I  am  going  to  down. 

I  am  going  to  out. 

I  shall  down  him. 

I  shall  see  him  in  regards  to  that. 

First  off. 

Let  me  get  into  that  drawer. 

My  goldfish  died  on  me. 

That's  over  with.*     Or, 

That's  through  with.* 

The  cashier  staid  home  after  the  holi- 
day.* 

The  class  in  merchandising  meets 
Thursday  afternoons.* 

They  are  nothing  Uke  as  large  as  they 
were.     Or, 

They  are  nowhere  near  as  large  as 
they  were. 

That  is  all  the  further  the  tale  goes. 

They  should  of  sold  well. 

They  had  ought  to  go. 

We  are  out  of  that.* 


lOO  THE  ENGLISH  OF   COMMERCE 

SAY:  DO  NOT  SAY: 

We  rarely  if  ever  go  there.    Or,  We  rarely  or  ever  go  there. 

We  rarely  or  never  go  there, 

We  seldom  if  ever  do  this.    Or,  We  seldom  or  ever  do  this. 

We  seldom  or  never  do  this. 

We  stood  in  line  at  the  lunch  counter.  We  stood  on  line  at  the  lunch  counter. 

We  are  having  a  sale  of  white  goods.-  We  are  having  a  sale  on  white  goods. 

Where  are  you?  Where  are  you  at? 

Figure. — A  figure  of  speech  is  a  deviation  from  the  regular  or 
ordinary  forms  of  expression  for  the  purpose  of  making  language 
clearer  or  more  forceful  or  more  pictorial,  or  all  three.  As  a  rule 
figures  of  speech  are  based  upon  apt,  imaginary  comparisons.  Some 
figures,  however,  are  based  upon  arrangement  or  placement  of  words 
and  phrases  in  a  sentence. 

Simile  is  the  stated  similarity  of  two  things  that  are  in  most 
respects  unlike.  It  is  usually  expressed  by  means  of  like  or  as, 
O' Sullivan'' s  heels — like  wings. 

Metaphor  is  the  implied  similarity  of  two  things  that  are  in 
most  respects  unlike.  Like  and  as  are  not  used  in  expressing  the' 
similarity,  but  they  may  easily  be  inserted  into  a  metaphor  for  the 
purpose  of  converting  it  into  a  simile.     The  garter  with  the  velvet  grip. 

Personification  attributes  personal  human  qualities  to  inani- 
mate things.  It  is  usually  expressed  in  third  person.  The  billboard 
is  eloquent.  Commodities  are  sometimes  personified  in  advertising 
by  means  of  identification  with  an  interesting  character:  Campbell 
Soup  with  the  "Campbell  Kid";  Dutch  Cleanser  with  "Old  Dutch"; 
Gold  Dust  with  the  "Gold  Dust  Twins,"  and  so  forth. 

Apostrophe  attributes  personal  human  qualities  to  inanimate 
things  by  means  of  addressing  them  as  if  they  were  present  and  as 
if  they  could  understand.  It  is  usually  expressed  in  second  person. 
Come  home,  good  Ship,  and  bring  my  fortune  to  me.  Apostrophized 
and  personified  words  are  usually  capitalized. 

Metonymy  is  the  use  of  a  sign  for  a  thing  signified,  or  the  nam- 
ing of  an  attribute  or  accompaniment  of  a  thing  for  the  thing  itself. 


THE   BUSII*^^  SBl<n^Nt5K>,  ,  ;  ,',  lOI 

It  cannot  be  converted  into  a  simile  by  the  insertion  of  like  or  as. 
The  counter  is  the  salesman's  best  opportunity. 

Synecdoche  is  the  statement  of  a  part  for  a  whole  or  of  a  whole 
for  a  part.  The  world  eats  Cream  of  Wheat.  .  .  .  Five  hundred  hands 
are  employed  in  the  factory. 

Allusion  is  reference  to  some  place,  personage,  or  event — fre- 
quently an  ancient,  classical  reference — for  the  purpose  of  emphasiz- 
ing a  comparison.  Pompeian  facial  cream.  .  .  .  Aladdin  houses.  .  .  . 
Venus  pencils.     (See  sentences  on  page  62  for  additional  examples.) 

Alliteration  is  the  repetition  of  the  same  letter  or  sound  in 
successive  wordsj  or  in  words  at  short  intervals.  Usually  the  initial 
letter  is  repeated.  Pink  pills  for  pale  people.  .  .  .  Careful  carpet 
cleaning  company. 

Onomatopoeia  is  the  formation  of  words  and  phrases  so  that  their 
sound  suggests  their  meaning.  It  is  often  aided  by  alliteration. 
Sizz-z-z  !  Bang  !  I  Puncture  patches  for  punched  tires.  Alliteration 
and  onomatopoeia  are  aids  to  memory.  They  have  attention-getting 
value  and  make  strong  first  impressions.  But  they  should  be  used 
with  caution,  in  continued  writing  as  well  as  in  headlines  and  slogans. 
They  may  become  mere  claptrap  and  hold  the  attention  on  the  form 
rather  than  the  content.  The  use  of  alliteration  is  forbidden  in  some 
newspaper  and  advertising  offices. 

Euphemism  is  the  expression  of  unpleasant  facts  in  agreeable  lan- 
guage. You  are  incorrect  in  your  accusation.  Not  You  lie  in  saying 
I  cheated  you. 

Climax  is  the  arrangement  of  thought  in  a  sentence  or  longer 
passage  (see  page  74)  with  increasing  force,  culminating  at  the  close. 
Work  J  struggle,  achieve. 

Anticlimax  is  the  opposite  of  climax — a  gradual  or  sudden  fall 
in  the  impressiveness  of  what  is  said.  It  is  therefore  weak  in  con- 
clusion, though  it  may  be  valuable  as  an  aid  to  humor.  Achieve, 
struggle,  work.  .  .  .  Running  to  catch  the  car,  he  lost  his  wallet,  his  hat, 
and  his  temper. 

Hendiadys  is  the  use  of  two  or  more  connected  words  or  phrases, 


102  ;.  ',  XliE'  :EI^GtESH  OF  COMMERCE 

meaning  almost  the  same  thing,  to  express  an  idea  more  emphatically 
than  a  single  construction  of  noun  and  adjective  could  express  it. 
Might  and  main.  .  .  .  Touch  and  go.  .  .  .  First  and  foremost.  .  .  .  Firstj 
lastf  and  always  is  stronger  than  All  the  time. 

Antithesis  is  the  balancing  of  contrasted  words  or  ideas  against 
each  other.  (See  balanced  sentences  on  page  65.)  We  couldnt  im- 
prove the  powder  J  so  we  improved  the  box. 

Paradox  is  a  seemingly  absurd  or  contradictory  statement  which 
on  analysis  is  seen  to  have  a  consistent  meaning.  The  Eversharp 
Pencil — always  sharp,  never  sharpened.  .  .  .  We  lend  because  we  borrow  ; 
we  borrow  because  we  lend.  The  latter  example  is  paradox  and  an- 
tithesis combined. 

Allegory  is  a  continued  figure  of  speech,  usually  a  metaphor,  in 
which  the  attributes  of  persons  are  fictitiously  represented  as  be- 
longing to  things.  Bunyan's  Pilgrim's  Progress  and  Spenser's  Faerie 
Queene  are  celebrated  allegories. 

A  PARABLE  is  a  brief  allegory  used  for  the  purpose  of  teaching  a 
moral  lesson.  The  word  is  ordinarily  used  to  refer  to  those  stories 
in  the  Bible  that  imply  a  strong  spiritual  truth,  as  in  Luke  XV-ii 
and  Matthew  XXV-14. 

A  FABLE,  too,  is  a  brief  allegory,  but  it  differs  from  a  parable  in 
that  it  has  to  do  with  animals  and  inanimate  things  instead  of  human 
beings.  Animals  and  things  are  in  fables  given  power  to  speak  and 
behave  like  men  and  women.  ^Esop's  famous  fable  The  Fox  and 
the  Grapes  is  probably  the  best  known  fable  in  literature. 

Epithet  is  a  word  or  phrase  used  as  an  adjective  to  emphasize 
a  characteristic.  Usually  it  is  the  apt  coupling — the  twinning — of 
adjective  and  noun  so  that  they  are  always  expected  together,  and 
either  standing  alone  gives  a  sense  of  incompleteness.  Carking  care, 
Happy  home.    Business  gumption. 

Epigram  is  a  short,  pithy  saying  that  holds  easily  in  the  memory. 
It  is  frequently  paradoxical  or  antithetical.  Nothing  succeeds  like 
success. 

Figures  of  speech  that  do  not  consistently  follow  out  a  compari- 


THE   BUSINESS  SENTENCE  I03 

son  that  has  been  introduced  are  called  mixed  figures.  They  should 
be  avoided  in  serious  expression.  The  President  was  unable  to  steer 
the  ship  of  state  through  the  impassable  trails  of  politics, 

PROBLEMS 

1.  Note  the  following  French  idioms  with  their  literal  translation.  Give  the 
idiomatic  equivalent  of  each  in  English  : 

Quel  temps  fait-il?  What  weather  makes  it? 

II  fait  beau  temps.  It  makes  beautiful  weather. 

Quel  ^ge  avez-vous?  What  age  have  you? 

J'ai  dix  ans.  I  have  ten  years. 

II  se  fait  tard.  It  makes  itself  late. 

J'ai  froid  aux  pieds.  I  have  cold  to  the  feet. 

J'ai  grand'faim.  I  have  great  hunger. 

Comment  trouvez-vous  mon  chapeau  ?      How  do  you  find  my  hat  ? 

II  a  honte  de  ses  fautes.  He  has  shame  of  his  faults  (mistakes). 

Nous  venons  d'arriver  a  Paris.  We  come  from  arriving  in  Paris. 

Vous  avez  tort.  You  have  wrong. 

II  ne  sait  pas  vivre.  He  knows  not  to  live. 

2.  Many  of  the  following  clauses  and  sentences  were  popular  trade  slogans  at 
the  time  this  book  was  written.  Test  each  for  clearness,  directness,  and  effective- 
ness; for  rhythm,  figure,  and  idiom;  and  for  unity,  emphasis,  and  coherence. 

(i)  Santa  Fe  all  the  way.  (2)  Have  you  a  little  Fairy  in  your  home?  (3) 
There's  a  reason.  (4)  The  varnish  that  won't  turn  white.  ((5)  If  it  hasn't  the  red 
woven  label,  it  isn't  B.  V.  D.  (6)  It  leads  them  all.  (7)  The  ham  what  am.  (8) 
We  circulate  to  small  and  great.  (9)  A  hundred  head  of  cattle  to  the  drove.  (10) 
You  may  buy  at  higher  prices  but  you  can't  get  better  goods,  (il)  Their  windows 
win  the  women.  (12)  Your  nose  knows.  (13)  It  s-t-r-e-t-c-h-e-s.  (14)  It's 
toasted.  (15)  Take  a  tip,  take  a  tap.  (16)  It's  next  to  wings.  (17)  Wear  this 
watch.  (18)  Z  stands  for  Zymole.  (19)  It  shines  for  all.  (20)  Keep  a  box  handy. 
(21)  It  paves.  (22)  Babies  like  it.  (23)  Ask  Dad — he  knows.  (24)  Listen  and 
learn.  (25)  Keep  youthful.  (26)  See  that  hump?  (27)  Catch  that  aroma.  (28) 
It  prevents  slipping.  (29)  Baby  won't  cry  in  a  Rock-a-bye.  (30)  Keep  your 
stove  bright.  (31)  Cleaned — quick  as  a  flash.  (32)  Test  it  with  a  hammer.  (33) 
Babies  like  it.  (34)  Typewrite  the  new  way.  (35)  Keep  looking  young.  (36) 
Cuts  grease.  (37)  Save  and  serve.  (38)  It's  as  easy  as  listening.  (39)  The 
"Secret  Blend"  gives  it  the  flavor. 

(40)  No  metal  can  touch  you.  (41)  It  costs  less  to  clean  house.  (42)  It  smells 
clean.  (43)  Uneeda  Biscuit.  (44)  Drink  Coca-Cola.  (45)  Save  the  fruit  crop. 
(46)  Makes  cheeks  rosy.  (47)  Obey  that  impulse.  (48)  Brings  quick  relief.  (49) 
Here's  health.  (50)  It  floats.  (51)  Don't  delay.  (52)  This  is  real  economy. 
(53)  You  save  a  day.     (54)  Kills  fire — saves  life.     (55)  Saves  miles  of  steps.     (56) 


104  THE  ENGLISH  OF  COMMERCE 


1 


Note  the  notes.  (57)  Makes  children  strong.  (58)  Majestic  is  strict  economy. 
(59)  It's  charming.  (60)  It's  easy  to  use  Valspar.  (61)  Tires  you  can  trust.  (62) 
Travel  on  Traveler  Tires.  (63)  They're  best  in  the  long  run.  (64)  One  taste 
invites  another.  (65)  Ask  for  and  get  Horlick's.  (66)  Back  your  children  up  with 
Scott's  Emulsion.  (67)  Mild  ?  Sure  !  Yet  they  satisfy.  (68)  Ammo  sterilizes  as 
it  cleans.  (69)  Here's  to  your  good  health  and  pleasure.  (70)  Nicknames  en- 
courage substitutes.  (71)  Take  Scott's  Emulsion  now.  (72)  Every  soldier  needs 
Colgate's  Comforts.  (73)  Have  your  skin  admired.  (74)  Lux  won't  shrink 
woolens.  (75)  Be  the  first  to  touch  the  'kerchiefs  you  intend  using.  (76)  Let  the 
Gold  Dust  Twins  do  your  work,  {jy)  Save  your  big  cigar,  we've  only  time  for 
one  of  these.  (78)  Where  there's  a  will  there's  a  way.  (79)  It  is  unusually  fine  in 
appearance.  (80)  Like  old  friends,  they  wear  well.  (81)  If  it  isn't  an  Eastman, 
it  isn't  a  Kodak.  (82)  Sturdy?  You  bet!  He  drinks  Runkel's.  (83)  Watch  the 
waves  come  in.  (84)  Virginia  Tobacco  is  the  best.  (85)  A  daytime  trip  up  the 
Hudson  charms,  entertains,  and  satisfies.  (86)  Maillard's  Cocoa  is  the  best.  (87) 
Its  clean  odor  means  protection. 

(88)  Where  there's  life  there's  hope.  Where  there's  Babbitt's,  there's  soap. 
(89)  Study  piano.  (90)  East  is  West.  (91)  Have  a  satin  skin.  (92)  Smoke  Omar 
for  Aroma.  (93)  You  can't  refuse.  (94)  Children  cry  for  it.  (95)  Every  package 
tightly  sealed.  (96)  Wherever  you  go  take  a  Neverbreak.  (97)  Be  on  the  safe 
side.  (98)  It  pays  to  advertise.  (99)  Always  carry  Wrigley's.  (100)  Order  a  case 
today.  (loi)  A  skin  you  love  to  touch.  (102)  Health  Is  all  important.  (103) 
Don't  delay — act  now.  (104)  What  is  soup  without  oysterettes  ?  (105)  They  hold 
the  record.  (106)  The  trokey  that  is  king  for  singers,  smokers,  and  talkers.  (107) 
Women  of  charm  know  the  value  of  beautiful  hair.  (108)  Let  Munsing  Wear 
cover  you  with  satisfaction.  (109)  Who  smoked  Sweet  Caps?  (no)  Mother,  look 
at  your  child's  tongue,  (m)  Beautify  your  hair  with  Danderine.  (112)  I  wear 
Hickory  Garters.  (113)  Study  Law  at  Home.  (114)  Keeps  things  just  like  new. 
(115)  Your  country  needs  you  well  and  economically  fed.  (116)  Uncle  Sam  says, 
"Madam,  save  more  food."  (117)  Try  "Night  Cream  Bath."  (118)  Try  this 
Better  Cocoanut  in  this  Better  Package.  (119)  As-no-more  relieves  you  at  once 
from  Asthma.  (120)  Make  your  dollars  fight  for  liberty.  (121)  Follow  nature  and 
you  will  smoke  Velvet. 

3.  Compose  suitable  figurative  slogans  for  the  advertising  of  each  of  the  following: 

A  ball  game.  A  certain  subject. 

A  school  play.  A  lunch  counter. 

A  service  squad.  A  hockey  team. 

A  school  hand  book.  A  literary  flub. 


THE  BUSINESS  SENTENCE  IO5 

4.  Summarize  the  contents  of  this  chapter  by  writing  a  sentence  definition  of 
each  of  the  principal  topics  below.  Follow  each  sentence  you  write  with  an 
original  illustration  of  the  thing  you  have  defined. 

Introduction 

SECTION  9— Phrase 
Clause 
Sentence 

PROBLEMS 

SECTION  10— Unity 

Emphasis 
Coherence 

PROBLEMS 

SECTION  II— Final  Punctuation 

Internal  Punctuation 

PROBLEMS 

SECTION  12— Rhythm 
Idiom 
Figure 

PROBLEMS 


I 


CHAPTER  III 
THE  BUSINESS  PARAGRAPH 

Your  words  may  but  suggest  your  thought, 

Your  sentences  explain  it, 
Your  paragraphs,  like  pictures  wrought. 

Expand  and  yet  restrain  it. 

Introduction. — ^To  paraphrase  the  above  verses:  Words  suggest 
your  thoughts;  sentences  express  them;  paragraphs  group  and  parti- 
tion them.  Just  as  words  are  accumulated  into  sentences  for  the 
purpose  of  making  thoughts  clear  by  means  of  expression,  so  sen- 
tences are  accumulated  into  paragraphs  for  the  purpose  of  marking 
off  all  those  sentence-thoughts  that  pertain  to  a  single  subject,  or  to 
a  single  phase  of  a  subject. 

It  was  once  the  custom  to  use  the  sign  1[  to  indicate  the  begin- 
ning of  paragraphs.  This  is  rarely  used  today,  except  in  proof 
reading  and  in  other  correction  of  composition.  Instead,  paragraphs 
are  made  to  stand  out  in  modern  composition  by  means  of  various 
devices.  The  most  common  of  these  is  the  indention  of  the  first 
line  of  the  paragraph.  This  is  called  the  indented  paragraph,  and 
is  used  in  this  and  practically  all  other  books. 

The  HANGING  PARAGRAPH  has  its  first  line  flush  with  the  margin 
and  the  other  lines  indented.  This  is  used  a  great  deal  in  advertising 
and  sales  literature.  It  is  especially  appropriate  in  composition 
where  it  is  desired  to  accent  the  first  few  words  of  a  paragraph.  They 
then  reach  out  and  "strike  home."  Not  infrequently  these  first 
words  are  capitalized.  In  much  business  literature,  and  especially 
in  letters,  paragraph  partitions  are  frequently  marked  simply  by 
wider  spacing  than  that  between  the  other  lines  of  print.  All  lines, 
including  the  first,  begin  flush  with  the  margin.  This  is  called  the 
BLOCKED  PARAGRAPH.  The  two  Styles  of  paragraphing  are  here 
illustrated: 

io6 


I08  THE  ENGLISH  OF  COMMERCE 


A  CERTAIN  NEW  YORK  DEALER  on  visiting  Lansing  recently 
and  being  shown  the  figures  of  daily  output  of  Reo  "Speed 
Wagons,"  exclaimed  — 

"WHY,  I  DIDN'T  DREAM  that  any  concern  was  making  and  sell- 
ing so  many  motor  trucks.  Surely  the  commercial  vehicle  has 
come  into  its  own." 

NOW  REFLECT  that  despite  this  great  production,  there  still  are 
not,  and  never  have  been,  enough  Reo  "Speed  Wagons"  built 
to  keep  pace  with  the  demand. 


For  many  of  our  clients  we  plan,  prepare,  and  produce  their 
advertising  matter  in  its  entirety. 

Some  use  our  service  and  facilities  to  insure  the  carrying  out 
of  their  own  ideas  in  the  most  effective  printed  forms — covering 
layouts,  illustrations,  and  engraving  as  well  as  printing. 

Others  make  use  of  our  service  for  suggestions  and  printing 
only — ^printing  that  is  unusual  both  in  character  and  quality. 

In  addition  to  these  paragraph  forms  there  are  many  freak 
devices  used  for  the  purpose  of  emphasis  and  strikingness.  Special 
matter,  such  as  prices  quoted,  lists  of  questions,  a  series  of  points  in 
an  outline,  the  direct  quotation  of  another's  speech  or  writing,  is 
not  infrequently  set  in  separate  paragraph  form,  different  from  the 
regular  paragraphing.  It  may  also  be  played  up  by  means  of  un- 
usual spacing  or  variation  of  type.  The  excerpts  on  the  opposite 
page  illustrate  some  of  these  paragraph  variations. 

Serving  up  writing  in  compartments  called  paragraphs  has  a 
two-fold  purpose.  It  enables  readers  to  follow  the  development  of 
the  writer's  thought,  to  gather  unconsciously  the  different  aspects  of 
it,  and  to  grasp  several  sections  of  it  at  a  time.  It  thus  makes  writ- 
ten expression  more  palatable  than  it  could  possibly  be,  presented  in 
straightaway,  unbroken  form.  Quite  as  important  as  all  this  is  the 
consideration  that  the  average  individual  tires  less  easily  and  concen- 
trates more  thoroughly  while  reading  matter  that  is  frequently 
broken.  The  breaks  give  him  mental  landing  places — places  at 
which  to  catch  up  and  launch  forth  anew.  It  has  been  estimated 
from  tests  actually  made,  that  the  average  mind  suffers  fatigue  on 


THE  BUSINESS  PARAGRAPH 


109 


the  new  Paris 

kerchiefs 

are  as  varied  in  style  as  the 
costumes  with  which  they  are 
to  be  worn.  They  are  aUke 
in  one  respect  only — they  are 
all  artistic. 

The  proper  ones — 

have  geometric  squares  or  diagonal 
lines  in  black  against  borders  of  dif- 
ferent colors.  The  centers — what  is 
left  of  them — are  white. 

The  gay  ones — 

have  stenciled  baskets  or  funny  lit- 
tle flowers  such  as  one  sees  in  caUco 
patterns,  stenciled  all  over  them. 
Others  have  the  patterns  confined  to 
the  borders.  These  are  black  birds 
or  leaves  silhouetted  against  a  bright 
color. 

There  are  white  ones — 

which  have  exquisitely  fine  inlaid 
corners  or  borders,  sometimes  plain, 
sometimes  with  just  a  bit  of  punch- 
work  or  veining. 


Pretty  soon  you  will  start  across  the  "  hot 
sands"  on  a  long,  mysterious  journey. 

— when  you  get  to  the  end  of  this  "all- 
flred"  journey  you  will  want  clean  clothes. 

— drive  your  camel  up  to  the  "B&M" 
and  hitch ! 

— it's  the  place;  everything  that  you  and 
your  son  like  to  wear — ^in  profusion  1 

— evening  clothes  that  will  neither  im- 
peach your  vanity  nor  impale  your  sanity. 

— everything  to  wear  desired  by  "well- 
breds,"  "  thoroughbreds "  and  SHRINERS. 

— we  anxiously  await  the  coming  of  your 
caravan. 

— By  Duke  Murta  in  The  Mailbag. 


Business  must  go  on  "as  usual,"  and  upon 
the  successful  conduct  of  business  in  general 
depends  the  winning  of  the  WAR. 
BUT  Without  jeopardizing  "Business  as 

Usual" 
WE  CAN  Conserve  Time  and  Energy. 
PLAN  to  make  one  railroad  trip  where 
perhaps  two  were  previously  necessary. 
TRY  to  make  our  correspondence  more 
brief  and  to  the  point,  thereby  conserving 
at  both  ends. 

CUT  down  our  long  distance   'phone 
calls  by  at  least  "Something  per  cent." 
WITH  CARE,  reduce  our  wire  messages 
in  length  as  well  as  the  number  it  may 
seem  necessary  to  send. 
SHADE  our  hotel  bills  a  trifle  without 
suffering  undue  inconvenience,  and  by 
taking  heed,  be  a  Uttle  more  reasonable 
with  old  "General  Expense." 
And  very  likely  other  items  may  occur  to 
you  where  expenses  can  at  least  be  "  abbre- 
viated" by  eUminating  extravagance  and  cut- 
ting out  wastefulness. 

By  the  ^tna  Life  Insurance  Company. 


the  reading  of  five  hundred  words  unbroken  by  paragraphing.  But 
ten  times  this  number  of  words  properly  paragraphed  may  be  read 
before  the  first  symptoms  of  fatigue  are  evinced  by  the  mind.  Like 
all  figures  compiled  from  psychological  tests,  these  are  subject  to  a 
wide  margin  of  variation.  But  they  suggest  a  very  important  reason 
for  paragraphing  written  material  at  frequent  intervals. 

The  business  paragraph  should  be  short  and  to  the  point.  Every 
word  and  every  sentence  in  it  should  bear  upon  the  particular 
phase  of  thought  of  which  the  paragraph  itself  treats.  In 
many  excerpts  from  business  literature,  you  will  observe  that  single 
sentences    are    permitted    to   stand    as   paragraphs.     The  sentence 


no  THE  ENGLISH   OF   COMMERCE 

paragraph  or  stenographic  paragraph,  as  it  is  sometimes  called,  may 
be  an  excellent  device.  Each  sentence  paragraph  may  make  a  defi- 
nite, clear-cut  point,  and  the  series  of  points  may  thus  be  carved  out 
in  bold  relief  and  pierce  straight  into  the  reader's  eye  and  mind,  as  a 
result  of  the  form  of  presentation.  But  the  sentence  paragraph 
has  been  a  bit  overdone  in  business  literature,  according  to  the  best 
present-day  business  writers.  They  are  agreed  that  the  business 
paragraph  should  be  kept  short,  but  never  at  the  expense  of  unduly 
breaking  the  thought  or  giving  the  subject  matter  a  shattered  im- 
pression. At  present  a  compromise  is  noticeable.  Many  insist  that 
the  first  few  paragraphs  of  a  composition  should  be  sentence  para- 
graphs, but  that,  after  the  reader's  attention  is  arrested  and  the 
subject  is  under  way,  the  paragraphs  should  be  made  longer.  "Be- 
ginning short  and  ending  long"  is  the  present  practice  in  much  sales 
and  advertising  literature.  The  paragraph  is  the  servant,  not  the 
master,  of  thought.  When  your  thinking  is  detached  or  "staccato" 
or  sharply  partitioned,  your  paragraphing  should  reflect  it  by  being 
brief  and  pointed.  When  your  thinking  is  extended  or  reflective,  or 
is  dependent  for  clarity  upon  a  certain  continued  development, 
then  your  paragraphing  should  be  accordingly  adapted. 

The  important  thing  is  this:  Keep  your  paragraphs  rounded  and 
concise.  Let  every  sentence  in  a  given  paragraph  bear  clearly  and 
correctly  upon  the  subject  of  that  paragraph.  If  your  paragraphing 
is  not  clear  and  concise,  your  thinking  probably  is  not,  and  you  can- 
not therefore  make  yourself  understood  by  others. 

SECTION  13 

Purpose. — The  best  safeguard  for  clearness  and  correctness  and 
conciseness  in  paragraphing  is  purpose.  Have  a  definite  purpose  in 
mind  for  each  paragraph  you  write,  whether  it  is  to  stand  alone  as 
a  single  unit,  or  to  fit  into  a  series  of  many  paragraphs.  Suppose 
the  purpose  is  to  show  dealers  in  automobile  accessories  the  wisdom 
of  being  prepared  for  an  early  season: 

This  year  offers  unusual  opportunities  for  the  sale  of  accesso- 
ries. The  touring  season  is  opening  early — earlier  than  many 
seasons  previous.     More  motorists  are  going  on  trips  overland 


I 


THE  BUSINESS  PARAGRAPH  III 

than  ever  before.  Indeed,  this  year  promises  new  records  in 
touring,  in  both  long-distance  and  short-distance  trips.  Every 
accessory  that  makes  such  trips  more  comfortable  is  in  for  its 
inning.  Camping  equipment  of  all  kinds,  as  well  as  such  staples 
as  spark  plugs,  bumpers,  spotlights,  will  be  in  constant  demand. 
All  of  this  means  simply  that  you  should  get  the  work  of 
spring  overhauling  in  your  shop  done  promptly,  so  that  you 
may  be  ready  for  the  rush  when  it  comes.  The  punctual 
partridge  procures  the  prey,  or,  in  simpler  words,  the  early 
bird  catches  the  worm ! 

Purpose  in  paragraphing  can  be  made  evident  by  means  of  having 
a  sentence  at  or  near  the  beginning  that  states  exactly  what  the 
paragraph  is  to  be  about.  This  may  be  re-enforced  or  repeated  in 
other  words  at  or  near  the  end  of  the  paragraph.  The  former 
is  called  the  topic  sentence;  the  latter,  the  summary  sentence.  It 
is  not  necessary  that  every  paragraph  have  both  a  topic  and  a  sum- 
mary sentence,  but  it  is  advisable  to  have  a  defining  sentence  some- 
where in  the  paragraph,  and  usually  it  is  best  to  state  it  at  the  very 
outset.     In  the  illustration  above  the  topic  sentence  is: 

This  year  offers  unusual  opportunities  for  the  sale  of  accessories. 

The  summary  sentence  is: 

The  punctual  partridge  procures  the  prey,  or,  in  simpler 
words,  the  early  bird  catches  the  worm ! 

A  topic  sentence  is  a  general  statement  that  suggests  treatment 
or  development.  It  contains  a  word  or  words  that  invite  enlarge- 
ment or  explanation.  It  always  implies  "more  to  be  said."  In 
composing  topic  sentences,  therefore,  care  should  be  taken  to  have 
the  implied  follow-up  not  only  clear  but  required.  The  reader  must 
"want  more"  after  reading  the  sentence.  The  topic  sentence  should 
be  a  good  advertisement  for  the  paragraph. 

Plan. — A  series  of  short  sentence  paragraphs,  such  as  is  illus- 
trated on  page  io8,  may  consist  of  topic  or  summary  sentences  only. 
To  develop  each  one  into  a  rounded  paragraph  would  occupy  too 
much  sales  or  advertising  space.  But  each  one  is,  or  should  be,  so 
charged  with  meaning  as  to  enable  the  reader  to  supply  the  missing 


112 


THE  ENGLISH   OF   COMMERCE 


development  fully  and  easily.  Another  method  of  constructing  the 
sentence  paragraph  series  is  to  place  the  topic  sentence  boldly  at  the 
top  as  a  headline,  and  then  write  each  of  the  following  sentences  in 
the  development  as  a  single  paragraph.     Note  the  following: 


The  Essex  fills  a  place  in  motordom  that  has  long  been  vacant. 
It  meets  the  demand  for  a  car  in  which  the  owner  can  take  both 
pride  and  comfort  without  excessive  cost.  It  is  a  light-weight 
car,  easy  to  run,  economical  in  upkeep,  and  low  in  first  cost.  In 
riding  comfort,  endurance,  and  beauty,  it  can  be  compared  only 
with  the  largest  and  highest-priced  cars. 


PRIDE 
appeal 


B 

THE  ESSEX  FILLS  A  PLACE  IN  MOTORDOM 
THAT  HAS  LONG  BEEN  VACANT 

It  meets  the  demand  for  a  car  In  which  the 
owner  can  take  both  pride  and  comfort  without 
excessive  cost. 


POCKET 
appeal 

PROFIT 
appeal 


It  is  a  light-weight  car,  easy  to  run,  economical 
in  upkeep,  and  low  in  first  cost. 

In  riding  comfort,  endurance,  and  beauty, 
it  can  be  compared  only  with  the  largest  and  high- 
est-priced cars. 


Whether  the  paragraph  construction  be  according  to  A  or  B 
above,  the  necessity  for  a  definite  plan  is  apparent.  The  more 
exactly  a  paragraph  or  a  paragraph  series  is  planned,  the  more  explic- 
itly does  it  appeal  to  the  reader's  understanding.  There  should  be 
an  unfolding  of  the  subject  matter  that  will  prove  satisfying  to  the 
reader's  mind.  The  plan  of  the  brief  example  above  is  so  simple 
as  to  be  clear  at  once,  and  yet  so  forceful  as  to  make  a  strong 
appeal.  There  are  three  opportunities  that  human  nature  rarely 
fails  to  take  advantage  of — the  opportunity  to  satisfy  pride,  the 


THE   BUSINESS   PARAGRAPH 


113 


Opportunity  to  economize,  the  opportunity  to  profit.  These  three 
appeals  to  pride,  pocket,  and  profit,  stand  out  clearly  and  forcefully 
in  paragraphs  one,  two,  and  three  respectively.  The  plan  makes 
this  definiteness  possible. 

In  the  same  way,  whether  you  are  writing  a  business  paragraph 
or  a  paragraph  explaining  or  describing  something  you  have  seen 
or  heard,  have  a  plan  of  procedure  if  you  would  make  yourself  under- 
stood with  the  least  possible  efi^ort  to  those  whom  you  are  addressing. 
A  good  method  of  working  out  a  plan  is  illustrated  in  the  following 
examples.  Decide  upon  a  topic  sentence  that  will  indicate  clearly 
the  purpose  of  the  paragraph.  Then  jot  down  the  points  suggested 
by  it.  These  may  or  may  not  be  followed  by  a  summary  sentence. 
When  you  come  to  writing  your  paragraphs  out  in  full,  be  sure  to 
follow  the  development  indicated  by  your  plan  or  outline. 


Topic  sentence:  The  purpose  of  plant 
organs  is  to  create  and  develop  a 
plant  spirit. 

1.  Family 

2.  Loyalty 

3.  Co-operation 

The  purpose  of  plant  organs  is  to 
create  and  develop  a  plant  spirit.  One 
of  the  words  often  used  today  to  express 
the  spirit  desired  in  industrial  organiza- 
tion is  "family."  The  ideal  sought  for 
is  that  all  workers,  from  the  president 
to  the  office  boy,  shall  feel  that  they 
belong  to  one  big  family  and  have  the 
loyalty  which  that  relationship  implies. 
The  employer  wants  his  men  to  work 
not  for  but  with  him.  The  aim  in 
industrial  service  work  is  hearty  co-op- 
eration by  all  because  of  the  recogni- 
tion of  common  interests. 


B 

Topic  sentence:  The  ten  baby  rules  for 
letter  writing  are  simple  and  easy. 

1.  Five  pertain  to  form. 

2.  Five  pertain  to  content. 

The  ten  baby  rules  for  letter  writing 
are  simple  and  easy.  Indeed,  they  are 
given  the  name  hahy  rules  because  they 
are  so  elementary.  Five  of  them  have 
to  do  with  form.  Do  not  mis-date,  do 
not  mis-address,  do  not  mis-paragraph, 
do  not  misarrange,  do  not  mis-fold. 
The  remaining  five  have  to  do  with  con- 
tent :  Do  not  mis- word,  do  not  mis-punc- 
tuate, do  not  mis-state,  do  not  mis- 
capitalize,  do  not  misspell.  These  have 
sometimes  been  called  the  letter  writer's 
ten  commandments.  The  stenographers 
of  a  large  firm  in  the  south  have  had 
them  printed  in  huge  type  over  the  cap- 
tion: Ten  Misses  Amanuenses  Must  Not 
Miss. 


114 


THE  ENGLISH   OF   COMMERCE 


1.  Segregation  of  trades 

a.  Meaning 

b.  Illustration 

c.  Advantage 

2.  The    segregation    principle    in 

America 

a.  Street  names 

b.  Centers  of  industry 

(a)  List  of  cities 
In  former  times  trades  of  a  kind  were 
usually  confined  to  a  certain  locality  in 
a  large  city.  This  was  known  as  the 
"segregation  of  trades."  Thus,  gloves 
were  made  and  bought  and  sold  on 
Glover  Street.  Beaver  cloth  or  the  fur 
of  the  beaver  was  the  staple  of  Beaver 
Street.  Shipping  transactions  were  con- 
ducted on  Fleet  Street;  the  markets  were 
located  on  Market  Street;  the  money 
dealers  bargained  and  negotiated  on  the 
Rialto  or  on  Exchange  Street;  jewels 
were  the  specialty  on  Gold  Street  or 
Pearl  Street  or  Diamond  Street,  and  so 
forth.  And  this  arrangement  had  its 
advantages.  The  names  of  streets  had 
something  more  than  merely  a  geograph- 
ical significance.  They  were  keys  to 
trade  centers;  advertising  and  selling 
were  concentrated  and  differentiated  ac- 
cording to  them;  trade  guilds  and  broth- 
erhoods were  possible  of  easy  develop- 
ment and  intimate  organization  because 
of  this  arrangement. 

Topic  sentence:  Many  business  houses 
throughout  the  country  have  made  a 
business  letter  creed  of  the  following 
grown-up  rules  for  letter  writing: 

1.  Five  pertain  to  the  writer. 

2.  Five  pertain  to  the  recipient. 
Many  business  houses  throughout  the 

country  have  made  a  business  letter  creed 


The  same  segregation  of  business  and 
industrial  interests  is  noticeable  in  Amer- 
ican cities  today,  though  the  street 
names  do  not  always  indicate  the  kinds 
of  trade  for  which  particular  streets  are 
known.  The  segregation  is  not  so  strict 
as  it  was  in  the  early  days;  still,  the 
names  Market,  White,  Fleet,  Gold,  Dia- 
mond, Mail,  Front  continue  to  have 
some  trade  meaning  as  street  names  in 
our  cities.  In  its  bigger  application, 
however,  the  principle  of  trade  segrega- 
tion is  a  notable  feature  of  American  in- 
dustry. The  city  of  Butte  means  copper 
to  most  of  us.  Chicago  connotes  pork 
packing;  Dayton,  The  National  Cash 
Register  Company;  Denver,  precious 
metals;  Detroit,  automobiles;  Galveston, 
cotton  and  shipping;  Grand  Rapids,  fur- 
niture; Lowell  and  Brockton,  shoes  and 
other  leather  goods;  Minneapolis,  flour; 
New  Orleans,  cotton  and  sugar;  Omaha, 
pork  packing;  Philadelphia,  shipbuilding 
and  locomotives;  Pittsburgh,  iron  and 
steel;  Richmond,  tobacco;  Rochester, 
The  Eastman  Kodak  Company;  Seattle, 
fish  and  timber;  Youngstown,  steel;  Wil- 
mington, munitions.  These  are  but  a 
few  of  the  centers  that  might  be  named 
that  have  become  famous  for  the  pro- 
duction of  at  least  one  commodity.  But 
they  are  sufficient  to  indicate  that  segre- 
gation to  some  extent  still  persists. 


D 


of  the  following  grown-up  rules  for  letter 
writing.  Five  of  these  rules  pertain 
directly  to  the  writer  and  his  method; 
five,  to  the  recipient  and  his  manner.  As. 
far  as  the  writer  is  concerned,  he  should 
make  every  letter  he  writes  radiate  a 
co-operative  point  of  view,  a  courteous 
tone,  an  irreproachable  character,  a  dig- 


THE   BUSINESS   PARAGRAPH 


115 


nified  atmosphere,  and  a  personal  human 
interest.  As  far  as  the  recipient  is  con- 
cerned, he  should  be  made  to  feel  in 
every  letter  he  receives,  a  sincere  cor- 
diality, a  broad  sympathy,  a  positive 
policy,   an  engaging  style,  and  an   un- 


doubted you-attitude.  "Only  by  the 
strict  observance  of  this  creed,"  says  the 
correspondence  critic  of  a  large  concern 
in  Ohio,  "can  any  business  institution 
hope  to  make  its  letters  the  business 
builders  they  ought  to  be." 


Topic  sentence:  Curiosity  is  a  two-edged 
sword  in  business  composition. 

1.  The  letter  I  received 

a.  Paragraphing 

b.  Illustration 

c.  Margining 

d.  Color 

2.  Its  impression  upon  me 

a.  Too  much  display 

b.  Over-emphasis 

Topic  sentence:  My  friend   Brown   was 
impressed. 

1.  The  new  suit 

2.  The  influence  of  the  letter 

3.  Brown's  enthusiasm 

Topic  sentence:  "'Twas  ever  thus." 

1.  Differences  among  people 

2.  Stimulation  of  curiosity 

a.  Some  advice 

Curiosity  is  a  two-edged  sword  In 
business  composition.  The  other  day  I 
received  a  letter  from  a  clothing  house, 
and  it  was  the  most  curious  document  I 
had  ever  seen.  It  consisted  of  ten  short 
sentence  paragraphs.  At  the  beginning 
of  each  there  was  a  picture  of  a  young 
man  in  a  dapper  suit  of  clothes,  and  at 
the  end  of  each  a  picture  of  some  particu- 
lar style  of  haberdashery.  Alternate 
paragraphs  began  on  different  margins, 
so  that  the  whole  letter  had  a  zigzag 
appearance.  Color  was  used  profusely, 
not  only  in  the  lettering  of  the  letter- 


head, but  in  the  body  of  the  letter  as 
well.  Now  this  make-up  was  calculated 
to  attract  my  attention,  I  suppose.  And 
it  did — so  much  so  that  I  have  kept  the 
letter  as  a  curiosity.  But  I  did  not  buy 
any  clothing.  The  sales  exposition  did 
not  impress  me.  It  was  completely  lost, 
for  me  at  least,  in  the  jungle  of  mechan- 
ical hieroglyphs  that  had  been  devised 
for  the  very  purpose  of  emphasizing  it. 
I  could  not  see  the  wood  for  the  trees. 

My  friend  Brown,  on  the  other  hand, 
was  impressed.  He  came  dashing  into 
the  office  the  other  day  wearing  a  brand 
new  suit.  I  must  confess  I  never  saw 
him  look  better.  "Where  did  you  get 
that  suit ? "  I  asked,  impolitely.  "This ? 
Oh,  I  got  this  out  of  a  letter,"  he  replied. 
Then  he  told  me  what  a  wonderful  letter 
he  had  received — how  it  had  led  him 
irresistibly  straight  down  to  the  clothing 
house  that  sent  it  out,  and  how  its  curi- 
ous format  and  forceful  appeal  had  sim- 
ply made  him  buy.  It  was,  of  course, 
the  very  letter  that  had  left  me  cold  and 
indifferent.  But  it  had  struck  such  a 
sympathetic  "something"  in  him,  that 
he  insisted  upon  telling  me  all  about  it 
in  spite  of  the  fact  that  I  informed  him 
I  had  received  the  same  letter  and  con- 
sidered it  one  of  the  worst  sales  curios  I 
had  ever  seen. 

'"Twas  ever  thus!"  The  kind  of 
composition  construction  that  sells  one 
man  will  not  sell  another.     Freak  dis- 


Ii6 


THE  ENGLISH  OF  COMMERCE 


play  goes  with  Brown.  It  does  not  go 
with  me.  Why?  I  do  not  know.  But 
I  am  glad  it  is  so.  If  the  same  sort  of 
sales  letter  appealed  to  everybody,  there 
would  be  no  such  thing  as  an  art  and  a 
science  of  letter  salesmanship.  And  this 
I  am  sure  of — you  must  pardon  my  put- 
ting it  in  the  form  of  advice:  Aim  to 
stimulate  curiosity  as  much  as  possible. 


i 


It  is  the  most  profitable  human  attitude 
there  is.  But  remember  that  some  peo- 
ple are  more  curious  than  others,  that 
women  and  children  are,  as  a  rule,  more 
curious  than  men,  and  that  even  the 
most  curious  person  in  the  world  may 
not  be  reached  by  your  sales  appeals  if 
you  permit  your  curiosity-getting  de- 
vices to  dominate  your  selling  points. 


Topic  sentence :  Industry  must  provide 
congenial  working  conditions  if  it 
would  aim  at  a  maximum  of  efficiency 
and  productiveness. 

1.  Wages 

2.  Machinery 

3.  Sanitation 

4.  Contentment 

5.  Finances 

Summary  sentence  :  Unless  these  matters 
are  properly  looked  after  by  an  indus- 
trial organization,  it  cannot  possibly 
hope  to  get  the  highest  efficiency  from 
its  employees. 

Industry  must  provide  congenial 
working  conditions  if  it  would  aim  at  a 
maximum  of  efficiency  and  productive- 
ness. A  satisfactory  wage  basis  is  the 
first  requisite.  Next  comes  suitable  con- 
ditions of  employment.  The  worker 
must  be  placed  in  a  position  where  he 
can  turn  out  maximum  production.  He 
must  have  the  right  physical  environ- 
ment— light  and  air  are  necessary.    San- 


itary conditions  must  be  of  the  best. 
And  over  and  above  these  physical  fea- 
tures, attention  must  be  paid  to  the 
mental  attitude  of  the  worker.  His 
mind  must  be  free  from  worry.  He  must 
be  contented  in  his  job.  The  man  who 
is  in  debt  is  obviously  not  so  good  a 
worker  as  the  man  out  of  debt.  If  the 
worker  has  not  saved  money  ahead,  and 
feels  therefore  that  in  the  event  of  a 
rainy  day  he  has  nothing  to  provide  for 
his  family's  current  necessities;  if  he  has 
no  bank  account  and  little  life  insurance, 
and  knows  that  his  family,  in  case  of  his 
death,  will  suffer  as  the  result  of  being 
unprovided  for,  why,  he  naturally  can- 
not give  the  best  account  of  himself  as 
a  workman.  These  are  really  the  only 
planks  in  the  platform  upon  which 
capital  and  labor  can  safely  unite  and 
go  forward.  Unless  these  matters  are 
properly  looked  after  by  an  industrial 
organization,  it  cannot  possibly  hope  to 
get  the  highest  efficiency  from  its  em- 
ployees. 


It  will  be  noted  in  E  above  that  the  topic  sentence  may  be  suffi- 
ciently broad  and  inclusive  to  weld  together,  not  only  the  contents 
of  the  paragraph  of  which  it  is  a  part,  but  all  the  paragraphs  in  a 
composition.  "Curiosity  is  a  two-edged  sword"  is  the  topic  for  the 
whole  composition.  In  the  same  way,  the  sentence  at  the  end  of 
this  illustration  summarizes  not  only  the  last  paragraph  but  all  that 
has  gone  before.     This  method  of  opening  and  concluding  a  piece  of 


THE   BUSINESS   PARAGRAPH  II7 

written  work  gives  to  it  an  unusually  complete  and  rounded-out 
quality  and  leaves  a  satisfying  impression  of  unity. 

Additional  illustrations  of  planning  are  to  be  found  in  Chapter  VII. 
The  above  simple  plans  are  sometimes  called  topical  plans  or  out- 
lines, for  the  reason  that  they  consist  chiefly  of  a  series  of  brief  topics, 
sufficient  in  form  and  number  to  serve  as  guide  in  writing  a  single 
paragraph  or  a  number  of  paragraphs  dealing  with  the  same  subject. 

PROBLEMS 

1.  Examine  the  paragraphing  on  a  page  of  some  book  or  magazine,  in  some 
newspaper  article,  or  in  some  advertisement,  and  explain  the  purpose  of  each 
of  several  single  paragraphs. 

2.  Point  out  topic  or  summary  sentences  in  the  group  of  paragraphs  examined 
in  answer  to  question  i. 

3.  Compose  a  series  of  topic  sentences  to  stand  as  sentence  paragraphs,  each  one 
stating  some  particular  advantage  of  your  school. 

4.  Plan  and  write  paragraphs  from  the  following  topic  sentences: 

— I  like  the  clerks  at  that  store. 

— His  letter  did  not  appeal  to  me. 

— ^The  advantages  of  a  good  education  in  business  pursuits  are  undeniable. 

— ^The  salesman  did  everything  possible  to  assist  us  in  making  a  choice 

that  would  prove  satisfactory. 
— There  were  many  things  in  the  advertisement  that  made  people  read  it 

and  eventually  made  them  buy. 

5.  Plan  and  write  two  or  more  consecutive  paragraphs  on  some  of  the  following 
suggestions: 

— The  parade. 

— The  shop  window. 

— Salesmen,  pleasant  and  unpleasant. 

— Closing  the  shop  at  night. 

— Opening  the  shop  in  the  morning. 

— E^rly  to  work  and  late  to  leave. 

— Late  to  work  and  early  to  leave. 

— ^Staring  the  clock  out  of  countenance. 

— ^Waiting  for  customers. 

— Courtesy  as  a  trade  inducement. 

— ^Surliness — the  beginning  of  bankruptcy. 

—A  certain  advertisement — its  effect  upon  John  and  upon  me. 


Il8  THE  ENGLISH   OF  COMMERCE 

6.  Plan  and  write  two  consecutive  paragraphs  on  one  of  the  pairs  of  topic  sen- 
tences given  below: 

a.  She  was  displeased  with  the  gown  she  had  bought. 

b.  On  taking  it  back  to  be  exchanged  she  was  greeted  in  an  unusual  manner. 


a.  He  was  promoted  as  the  result  of  sheer  eflfort  and  industry. 

b.  In  business  for  himself,  he  promoted  his  own  employees  with  justice  and 

discernment.  

a.  You  may  show  goods  to  customers  but  you  cannot  make  them  buy. 

b.  You  may,  on  the  other  hand,  induce  people  to  buy  solely  through  a  wise  dis- 

play of  goods.  

a.  The  show  windows  drew  many  people  into  the  shop. 

b.  The  politeness  of  the  salespeople  and  the  conveniences  provided  for  visitors, 

induced  sales,  once  the  show  windows  had  ushered  people  into  the  shop. 


a.  There  Is  sometimes  all  the  difference  in  the  world  among  the  advertisements 

of  the  same  commodity. 

b.  There  Is  an  evident,  salable  purpose  back  of  these  differences. 

7.  Plan  and  write  a  brief  composition  from  one  of  the  following  suggestions, 
using  the  topic  sentence  you  select  as  the  topic  for  the  composition,  as  well  as  for 
the  first  paragraph: 

— Good  sense  in  the  matter  of  dress  is  a  business  asset  of  great  value. 

— The  mere  routine  of  school  life  will  do  much  toward  training  a  pupil  for 

business,  if  he  will  permit  it  to. 
— Every  subject  I  study  has  a  business  connection. 
— ^Just  because  a  person  seems  attentive  to  what  you  are  saying,  you  must 

not  infer  that  he  is. 
— ^A  person  who  is  over  courteous  is  really  impertinent,  without  meaning 
to  be. 

SECTION  14 

Unity. — It  has  been  pointed  out  in  more  than  one  place  in  this 
chapter  that  the  paragraph  must  deal  with  one  subject  or  with  one 
phase  of  a  subject.  It  must  have  unity.  Each  of  the  paragraphs 
in  a  composition  must  likewise  deal  with  a  single  phase  of  the  general 
subject  under  discussion,  and  all  of  the  paragraphs  must  similarly 
relate  closely  and  definitely  to  that  subject.  If  you  have  a  clear-clit 
purpose  and  a  good  plan  you  will  do  much  toward  securing  unity  in 
your  work.  In  addition,  you  may  be  able  to  make  use  of  words  in 
the  sentences  following  the  topic  sentence  that  will  link  all  closely  to- 


THE   BUSINESS  PARAGRAPH  II9 

gether.  It  may  be  that  a  generic  word  in  a  topic  sentence  will  sug- 
gest specific  equivalents  in  the  remaining  sentences.  If  you  have 
your  subject  clearly  in  mind,  and  know  what  you  want  to  say  and  the 
order  in  which  you  can  best  say  it,  this  word  follow-up  will  take  care 
of  itself  almost  unconsciously. 

Note  in  the  following  paragraph  how  the  word  courteous^  the  key 
word  in  the  topic  sentence,  is  expanded  and  repeated  in  the  sentences 
that  follow,  by  such  words  and  phrases  as  are  written  in  italics: 

He  was  the  most  courteous  salesman  I  had  ever  seen.  He  was  born  polite.  His 
easy  hearing  and  gracious  manner  were  not  planned  or  studied ;  they  were  there  and 
just  could  not  help  coming  out.  He  made  me  feel  that  he  took  a  genuine  pleasure 
in  showing  me  the  merchandise.  I  changed  my  mind  a  thousand  times;  yet  he 
remained  pleasant  and  smiling  through  it  all.  He  answered  all  my  questions  kindly 
and  never  interrupted  me  while  I  was  speaking.  Inasmuch  as  I  have  the  habit  of 
talking  continuously,  I  consider  this  his  greatest  feat  in  manners.  When,  after  a 
half  hour  or  so,  I  said,  "I  believe  I  shall  not  take  it  today,"  he  replied,  ^' Sorry, 
Madam;  some  other  time  perhaps."  When  he  handed  me  my  umbrella  and  a  small 
parcel  I  had  placed  on  the  counter  and  forgotten,  I  confess  I  was  overwhelmed,  and 
— well,  I  just  reconsidered  then  and  there,  and  changed  my  mind.  I  bought  the 
goods!  His  courtesy,  always  just  right — never  failing,  never  overdone — had  sold 
me  completely. 

The  paragraph  has  unity.  Every  idea  in  it  is  centered  in  the 
word  courtesy  in  the  topic  sentence,  and  the  word  itself  is  reflected 
or  echoed  by  certain  words  and  phrases  in  the  succeeding  sentences. 
Study  the  following  paragraph,  and  establish  the  connections  that 
make  for  unity  between  the  topic  sentence  and  the  sentences  that 
follow  it; 

There  is  one  sure  method  a  jobber's  salesman  can  use  to  get  the  good  will  of 
contractors.  He  can  help  promote  their  local  association.  On  his  regular  rounds 
he  can  indirectly  solicit  new  members  for  the  association.  He  can  help  secure  an 
attendance  at  the  meetings.  He  can  become  a  bearer  of  tales  of  whole-hearted  co- 
operative work  instead  of  tales  of  price-cutting.  He  can  find  out  what  ideas  the 
association  wants  to  promulgate  and  can  be  an  active  bearer  of  those  ideas.  There 
are  scores  of  little  things  he  can  do  in  support  of  contractor-dealer  association  activi- 
ties that  will  make  his  stock  go  up  with  the  influential  dealers  in  his  territory.  It 
will  pay  him  dividends  in  increased  sales  if  he  does  these  things,  for  the  dealers 
admit  they  are  strong  for  that  kind  of  jobber's  salesman. 

— From  Electrical  Merchandising. 


120  THE  ENGLISH   OF   COMMERCE 

Emphasis. — It  is  desirable  to  make  the  important  and  interesting 
statements  in  a  paragraph,  or  in  a  longer  piece  of  writing,  stand  out 
clearly  and  impressively.  You  may  emphasize  them  by  repeating 
them  in  various  ways — emphasis  by  repetition.  You  may  empha- 
size the  salient  points  by  means  of  giving  them  most  of  the  attention, 
by  apportioning  to  them  more  sentences  in  a  paragraph  and  more 
paragraphs  in  a  composition,  than  you  give  to  details — emphasis  by 
PROPORTION.  Again,  you  may  emphasize  your  points  by  means  of 
contrasting  one  with  another,  by  balancing  two  ideas,  by  placing 
them  in  opposite  positions — emphasis  by  contrast.  And  you  may 
place  your  most  important  and  most  interesting  statements  in  the 
emphatic  positions,  that  is,  at  the  beginning  or  at  the  end  of  a  para- 
graph or  longer  composition — emphasis  by  position. 

Repetition  must  not  be  used  at  the  risk  of  monotony.  Error  in 
proportion  is  not  likely  to  occur  if  care  be  taken  to  secure  unity. 
But  the  writer  must  be  careful  to  give  the  larger  proportion  of  his 
work  to  the  really  important  matter.  He  must  not  feature  price 
more  than  quality  of  goods  or  excellence  of  service.  He  must  not 
enlarge  upon  inducement  at  the  expense  of  intrinsic  values  and  their 
adjustment  to  customers'  needs.  Contrasts  must  be  appropriate 
and  to  the  point,  or  they  will  disconnect  rather  than  unify  and  em- 
phasize. 

Emphasis  by  position  is  perhaps  most  important  of  all.  A 
good  strong  start  and  a  good  strong  stop  are  the  be-all  and  the 
end-all  of  business  writing.  Cultivate  the  art  of  beginning  and  end- 
ing what  you  have  to  say  in  a  fresh,  vigorous,  stimulating,  and  ingra- 
tiating manner,  without  giving  the  impression  of  mere  freshness  and 
flippancy.  To  be  fresh  and  agreeable  is  an  accomplishment;  to  be 
fresh  and  disagreeable  is  the  trade-mark  of  inferior  breeding.  A 
short,  snappy,  arresting  sentence  at  the  beginning  of  a  paragraph  or 
at  the  end,  or  at  both  places,  invariably  aids  in  securing  emphasis. 
So  do  such  mechanical  devices  as  color,  drawings,  irregular  margins, 
type  display,  capitalization,  but  they  must  not  be  permitted  to  defeat 
their  own  ends  by  becoming  freakish  and  merely  curious. 

Study  the  following  excerpts,  and  test  them  for  emphasis  in 
accordance  with  what  has  been  said  above: 


THE  BUSINESS  PARAGRAPH 


121 


Modern  chemistry  has  saved  the  meat 
packers  all  but  the  squeal  of  the  pig. 
And  the  packers  never  forget  to  tell  you 
about  it.  They  enjoy  nothing  more 
than  to  expatiate  upon  the  numerous  by- 
products they  turn  out.  In  the  modern, 
up-to-date  pork  packing  establishment 
not  a  bristle  of  the  pig  is  wasted,  they 
will  tell  you.  And  some  of  them  go  so 
far  as  to  express  the  hope  that  even  the 
squeal  of  the  pig  may  prove  valuable  as 
a  source  of  sound  vibration  with  which 
to  try  out  sensitive  Victrola  discs.  Ex- 
periments may  even  now  be  under  way ! 

But  the  lumbermen  of  our  great  North- 
west go  the  packers  one  better.  They 
are  awaiting  with  interest  the  outcome 
of  these  experiments  on  the  squeal  of  the 
pig.  In  the  meantime,  they  are  con- 
stantly reminding  their  friends  in  the 
meat  industry  that  there  is  absolutely  no 
waste  in ' '  treedom. ' '  Leaves,  roots,  saw- 
dust— everything  is  put  to  use  by  them. 
The  tardiness  of  the  packers  in  finding  a 
way  to  use  the  squeal  of  the  pig  appears 
to  these  lumbermen  a  shocking  economic 
extravagance,  especially  in  view  of  the 
fact  that  they  discovered  uses  for  the 
"bark"  of  the  tree  years  ago ! 


B 

You  may  study  grammar  until  you  know 
all  the  rules  backward  as  well  as  for- 
ward. You  may  be  able  to  analyze 
the  most  intricate  sentences  in  the 
English  language.  You  may  parse  all 
the  words  in  the  dictionary,  decline 
all  the  nouns  and  pronouns,  conjugate 
all  the  verbs,  and  compare  all  the  ad- 
jectives and  adverbs.  But  your  ex- 
pertness  in  the  niceties  of  grammar 
will  not — can  not — make  of  you  a 
good,  correct,  forceful  speaker  and 
writer.  You  may  still  be  guilty  of  he 
don't  and  /  ain't.  You  may  still  con- 
fuse shall  and  will.  You  may  still 
dangle  participles  and  split  infinitives. 
The  one  cure-all  for  incorrect  expres- 
sion, or  the  one  prevention,  is  READ- 
ING— omnivorous  and  indefatigable 
READING.  Grammar  may  do  some- 
thing for  you,  but  reading  will  do 
everything.  Reading  is  to  your  speech 
and  writing  just  what  water  is  to  the 
swimmer,  just  what  the  air  of  a  health 
resort  is  to  the  human  body.  Elu- 
sively,  unaccountably,  unconsciously, 
it  sets  expression  aright.  How  or  why 
is  no  matter.  Study  grammar,  of 
course,  but  principally  read^  read, 
READ. 


No  matter  which  way  you  manipulate  the  knob,  the  result  is  the 
same.  Turn  it  up,  the  lid  comes  open.  Turn  it  down,  the  lid 
comes  open.  Turn  it  to  the  right,  the  lid  comes  open.  Turn 
it  to  the  left,  the  lid  comes  open.  Push  it  in,  pull  it  out;  hit  it 
suddenly;  move  it  slowly  and  gradually — it's  all  the  same.  The 
lid  automatically  responds,  and  accident  is  therefore  impossible. 
It  is  so  simple  and  so  sure  that  a  new-bom  babe,  sound  asleep, 
could  operate  it ! 


122 


THE  ENGLISH  OF  COMMERCE 


You  cannot  kill  three  birds  with  one 
stone.  Don't  try !  You  cannot  kill  even 
two  birds  dead  with  one  stone.  Don't 
try  that  either !  You  may  kill  one  bird 
outright  with  one  stone  and  cripple 
another  for  life  or  impose  upon  it  a  long 
and  lingering  death.  But  you  can  rarely 
do  better  than  this. 

All  of  which  is  to  say:  Don't  try  to 
wait  on  three  customers  at  once.  You 
can't  do  it !  Don't  try  to  wait  on  two 
customers  at  once.  You  can't  do  that 
either!  Give  all  of  your  attention  to 
one  customer  at  a  time  and  send  him 
away  satisfied.  If  you  attempt  to  attend 
to  two  or  three  customers  at  once,  you 
may  not  only  fail  to  make  a  sale  to  one 
of  them,  but  you  will  probably  send  all 
three  of  them  away  dissatisfied.  Re- 
member David ! 


The  difference  between  the  live  sales 
letter  and  the  other  kind  is  hard  to  de- 
fine. It  is  like  the  minnow  on  the  hook. 
If  it  is  alive  it  gives  a  "kick"  once  in  a 
while.  You  cannot  define  the  flip  of  a 
minnow's  tail,  and  you  cannot  define  the 
equivalent  "kick"  in  a  letter,  that  vague 
spark  that  kindles  interest.  But  there  is 
something  you  can  tell  every  time:  a 
minnow  is  dead  when  its  eyes  are  set  and 
faded,  its  little  body  stiff  and  lifeless. 
You  won't  catch  many  bass  with  that 
kind  of  minnow,  and  you  will  not  make 
many  sales  with  a  letter  that  "begs  to 
acknowledge,"  "thanks  you  in  advance" 
or  "calls  your  attention  "  to  that  "  favor' ' 
which  is  constantly  coming  "duly  to 
hand,"  no  matter  if  you  "hand  them 
herewith"  beautiful  diamonds  done  up 
in  gold  leaf  wrappings. 

— Ralph  H.  Butz  in  The  Mailhag. 


Coherence. — The  ideas  expressed  in  a  paragraph  and  in  a  whole 
composition  should  be  so  arranged  and  so  connected  that  their  rela- 
tionships are  apparent  to  the  reader.  The  word  coherence  means 
linking  together  in  clear  and  logical  relationship.  In  a  paragraph, 
one  sentence  should  grow  naturally  out  of  another  and  naturally 
into  another.  A  good  plan  will  help  to  make  this  possible.  Follow- 
ing the  rules  set  down  for  unity  and  emphasis  will  afford  additional 
guidance.  Keying  words  together,  as  suggested  on  page  119,  is  cer- 
tain to  secure  coherence  to  your  writing,  if  the  process  is  worked  out 
with  skill  and  intelligence. 

More  than  all  this,  the  use  of  carefully  placed  transitional  words 
or  phrases  will  do  much  toward  establishing  connections  among  sen- 
tences. 


Transitional  Conjunctions:  and,  hut,  nor,  also,  however,  hence,  nevertheless, 
yet,  therefore,  if,  as,  consequently,  although,  moreover. 


THE  BUSINESS   PARAGRAPH  I23 

Transitional  Adverbs:  still,  too,  also,  so,  first,  then,  again,  besides,  here,  there, 
whence,  thus,  while,  when,  now,  accordingly,  secondly,  thirdly,  further,  furthermore, 
moreover. 

Transitional  Pronouns:  this,  that,  these^  those,  former,  latter,  finally,  who, 
which,  that,  she,  it,  he,  they. 

Transitional  Phrases:  in  fact,  in  that,  in  which,  of  course,  for  instance,  on 
the  whole,  in  fine,  on  the  contrary,  on  the  other  hand,  by  and  large,  in  addition. 

You  will  easily  recognize  that  each  one  of  these  words  or  phrases 
has  in  it  a  suggestion  of  something  gone  before.  Each  one  suggests 
a  previous  connection.  Many  of  them  may  be  used  near  the  begin- 
ning of  sentences,  to  make  the  relationship  evident  at  once.  The 
conjunctions  and  the  adverbs,  however,  may  more  frequently  be  used 
with  better  effect  in  or  near  the  middle  of  sentences.  The  latter 
arrangement  makes  the  coherence  just  as  close  and  compact  without 
deliberately  signaling  it  by  the  first  word. 

Examine  the  following  paragraphs  for  coherence.  Explain  the 
use  of  transitional  words  and  phrases,  and  show  that  the  sentences 
follow  one  another  logically.  You  will  find,  if  you  attempt  to  change 
the  order  of  the  sentences,  that  the  coherence  of  the  paragraphs  is 
seriously  interfered  with: 

A 

The  buyer  knows  far  more  than  the  educational  director  about  the  merchandise. 
He  can  therefore  give  a  more  practical  series  of  talks.  But  all  buyers  are  not  born 
pedagogs;  hence,  there  is  an  opportunity  for  co-operation  between  the  two.  The 
buyer  may,  on  the  one  hand,  contribute  the  subject  matter  for  the  talks,  and  the 
educational  director,  on  the  other  hand,  may  organize  it  in  a  way  best  calculated  to 
impress  it  upon  the  salespeople.  In  this  way,  and  by  this  method  only,  may  maxi- 
mum efficiency  of  instruction  be  attained. 

B 

The  export  of  American  knit  goods  is  increasing  tremendously.  Australia  and 
Canada  have  recently  become  the  largest  buyers  of  American-made  hosiery  and 
underwear.  There  is  slight  call  in  Australia,  however,  for  the  medium  grades  of 
merchandise.  Canada,  on  the  contrary,  wants  these  particularly  and  is  willing  to 
pay  higher  prices,  on  the  average,  than  Australia.  There  is  also  a  fair  and  promis- 
ing demand  for  American  knit  goods  in  South  America,  Central  America,  and  the 
West  Indies.  In  addition,  Scandinavian  business  is  showing  activity,  and  there  are 
hopeful  signs  from  the  East.  Those  interested  in  this  branch  of  industry  have 
reasons,  therefore,  to  be  optimistic.  .      .        - 


124  THE  ENGLISH  OF   COMMERCE 


Practically  everybody  today  Is  interested  in  motor  cars.  Nowhere,  however, 
is  the  interest  greater  than  among  the  members  of  the  rising  generation.  This  fact 
speaks  well  for  the  future  development  of  the  motor  car  and  its  application  to 
everyday  life.  Even  the  small  boys  in  our  large  cities  can  name  the  various  makes 
of  cars  as  they  pass  on  the  street.  Numbers  of  them  can  drive  a  car  with  consider- 
able skill.  And,  most  hopeful  of  all,  every  one  of  them  is  keen  to  explore  the  forces 
and  principles  that  "make  the  wheels  go  'round."    . 

If  you  make  a  general  statement  at  the  opening  of  a  paragraph 
and  then  present  details  or  particulars  to  prove  that  statement,  you 
are  making  use  of  what  is  called  the  deductive  order  of  reasoning. 
It  means  proceeding  from  the  general  to  the  particular,  from  effects 
to  causes,  from  the  crowd  to  the  individual.  It  is  a  telescopic  process. 
Almost  all  paragraphs  that  begin  with  a  topic  sentence  of  a  general 
nature  are  deductive  paragraphs.  It  is  a  striking  method,  it  clinches 
attention  quickly,  it  stimulates  curiosity,  it  creates  desire. 

The  opposite  order  of  reasoning — proceeding  from  details  or  par- 
ticulars to  the  establishment  of  a  general  truth — is  called  the  induc- 
tive ORDER  of  reasoning.  It  develops  a  point  from  the  small  to  the 
large,  from  cause  to  effect,  from  the  individual  to  the  crowd.  It  is 
a  microscopic  process.  Paragraphs  that  are  concluded  with  a  sum- 
mary sentence  of  a  general  nature  are  inductive  paragraphs.  It  is 
the  more  convincing  order  of  the  two;  it  appeals  to  reason,  establishes 
belief,  and  induces  action.  It  is  valuable,  too,  because  it  follows  the 
climactic  order  of  development,  that  is,  it  works  toward  climax.  It 
permits  facts  to  be  presented  in  order  of  importance,  reserving  the 
most  important  to  stand  last  and  thus  to  occupy  the  most  emphatic 
position.  Neither  type  of  paragraph  should  be  used  to  the  exclusion 
of  the  other. 

In  the  arrangement  of  composition  material  that  consists  of  many 
paragraphs,  you  may  make  your  finished  work  clearer  and  more  in- 
telligible to  your  readers,  if  you  preface  it  with  a  brief  introductory 
paragraph,  finish  it  with  a  brief  summary  paragraph,  and  link  its 
parts  together  by  means  of  brief  transitional  paragraphs.  These 
names  indicate  the  nature  of  such  paragraphs.  The  introductory 
paragraph  of  a  composition  may,  like  the  topic  sentence,  state  the 


THE   BUSINESS  PARAGRAPH  1 25 

general  purpose  of  it  and  perhaps  partition  the  subject  or  point  out 
the  general  method  of  presentation.  The  summary  paragraph  may, 
like  the  summary  sentence,  sum  up  what  has  been  stated  and  give 
the  conclusion  of  the  trend  of  reasoning  in  a  form  easily  remembered. 
The  transitional  paragraph  may,  like  the  transitional  word,  link  one 
part  of  a  composition  compactly  with  another  by  deliberately  relat- 
ing what  has  gone  before  to  what  is  to  follow.  It  is  especially  help- 
ful in  composition  that  is  long  and  involved  in  reasoning.  Rarely 
should  any  of  these  three  types  of  paragraphs  be  used  in  business 
letters  or  other  business  composition  of  a  page  or  less  in  length.  In 
such  forms  directness  and  immediateness  are  usually  too  important 
to  be  held  waiting  for  introductions,  conclusions,  and  transitions. 

In  view  of  the  above  explanation,  examine  the  following  excerpts 
and  analyze  their  construction: 


Its  very  weight  and  bulk  were  suspicious.  They  warned  me  at  the  outset.  But 
having  a  moment  to  spare  I  decided  to  "take  a  chance."  So  I  pulled  out  the  end 
of  the  envelope — it  was  the  kind,  you  know,  that  tries  to  make  you  believe  it  is 
sealed — ^and  emptied  the  "good  stuff"  on  my  desk.  Stuff?  Three  inserts,  a  book- 
let, two  large  circulars,  one  testimonial  letter,  one  form  letter  (multigraphed,  with 
my  name  and  address  inserted  with  ink  that  was  "out  of  match"  !),  one  order  blank, 
one  stamped  and  addressed  envelope !  I  was  just  about  to  dump  the  job  lot  into 
the  wastebasket,  gaping  up  from  the  corner  of  my  desk,  when  something  caught 
my  eye.  There,  in  the  upper  right-hand  corner  of  that  stamped,  addressed  envelope 
was  a  thing  I  had  never  seen  before — MY  NAME — 


If  not  delivered  in  five  days,  return  to 
Frank  DnBois,  Certified  Public  Accountant, 
10  Dey  Street,  New  York  City. 


This  was  a  new  one.  I  thought  I  had  seen  all  the  sales  devices  in  the  world;  I 
knew  I  "had  fallen"  for  most.  This  one  took  hold  of  me.  I  winked  slyly  at  that 
old  wastebasket  as  I  blandly  cheated  it  out  of  its  own.  I  filled  out  that  order 
blank  and  sent  it  in.     I  had  no  regrets  afterward. 

B 

Your  story  is  a  fast  train.     Each  paragraph  leads  right  into  the  next  and  the 
whole  travels  along  in  one  direction.     If  you  break  up  the  formation,  there  is  no 


126  THE   ENGLISH   OF   COMMERCE 

train,  no  speed,  no  unified  motive.  If  you  try  to  pack  all  your  ideas  in  the  first  car, 
the  rest  will  be  "empties"  and  you  will  be  wasting  stamp,  envelope,  and  stationery 
power.  There  must  be  at  least  four  cars — attention,  interest,  desire,  action — and 
these  must  be  coupled  together  firmly  enough  to  prevent  one  or  another  jumping 
the  track.  Lots  of  people  prefer  a  six-car  train,  you  know.  It  looks  more  like  a 
real  conveyor  to  them,  takes  curves  more  gracefully,  and  makes  the  engine  have 
a  more  emphatic  "choo!  choo!"  They  pile  the  first  car  full  of  cheerful  "How- 
de-do!"  They  load  the  last  one  with  a  sincere  "God  bless  you!"  And  L  tell 
you,  when  these  alight  at  a  station  along  with  their  four  traveling  pals,  there's 
no  town  in  this  broad  country  of  ours  that  can  be  inhospitable  to  them.  The 
arrival  of  the  fast  special  becomes  an  occasion  at  the  most  sophisticated  of  railway 
centers.  It  rolls  in  to  the  tune  of  good  cheer,  and  it  rolls  out  again  carrying  good 
will.  Yes,  sir,  your  story  is  a  special  limited  fast  express,  that  is,  if  you  care  to 
make  it  so. 


Time:  a  warm  summer  evening.  Place:  the  piazza  of  a  country  house,  facing 
mountains  reflected  in  a  lake  but  a  few  feet  away.  Occasion:  one  of  those  dubious 
social  affairs  known  as  a  house  party. 

And  YOU  know,  as  I  know — as  WE  ALL  know — that  a  country  house  party 
must  be  one  of  two  things — either  a  joyful,  jazz  jollification  or  a  sad,  solemncholy 
segregation  of  souls  pining  for  the  sound  of  the  Kelly-Springfield  on  the  elastic 
asphalt. 

Our  house  party  had  just  about  arrived  at  this  latter  condition.  We  had  all 
come  to  the  " settin'-'round "  stage.  Nerves  were  just  ready  to  burst  forth  into 
temperamental  acrobatics.  Everybody  was  critical  of  everybody  else  and  of  every- 
thing everywhere  all  the  time!  An  eminent  crisis  was  imminent.  God  was  in 
His  heavens — all  was  wrong  with  the  world  I 

Then — ^THEN — upstood,  outstepped,  instruck  (you  fancy  how)  ONE  OF  US 
with  a  SUGGESTION— A  LIVE  SUGGESTIVE,  SUGGESTIBLE  SUGGES- 
TION. A  man  with  an  idea !  And  presto — a  miracle  of  transition !  A  marvel  of 
revolution ! 

One  of  us  (modesty  forbids  my  mentioning  his  name)  spoke  out  and  said  aloud: 
"Start  the  Victrola!" 

What  wizardry!  Also,  what  magic  melody!  No  more  nerves — no  more  "set- 
tin'-'round"— no  more  criticism!  Nothing  now  but  rhythm  and  harmony  and 
tangoing!  We  danced  on  the  piazza;  we  danced  on  the  lawn;  we  reveled  round 
with  Terpsichore  until  it  was  dawn !  Why  hadn't  some  one  thought  of  the  Victrola 
before  ? 

When  we  were  done  we  lined  up  and  kissed  the  good  old  "musician"  good- 
night. He  had  not  only  turned  a  sour  house  party  into  a  dream  of  joy,  but  he 
had  probably  averted  a  heavy  tragedy  as  well. 

He  kept  right  on  keeping  things  right,  too,  for  the  rest  of  the  evenings  we  were 


THE   BUSINESS   PARAGRAPH  I27 

there.     And  when  the  party  broke  up,  every  last  member  of  it  declared  that  a 
mountain  or  two  reflected  in  a  lake  may  be  all  very  well,  but  it  takes  a  Victrola  to 
make  a  summer  time  house  party  complete. 
So  there  now ! 

Variety. — The  kinds  of  sentences  defined  on  pages  62  and  64 
should  be  used  in  writing  paragraphs  and  longer  forms  of  composi- 
tion, for  the  purpose  of  making  the  written  materials  as  varied  and, 
hence,  as  readable  as  possible.  The  continuous  use  of  one  particular 
kind  of  sentence,  to  the  exclusion  of  other  kinds,  will  tend  to  make 
your  writing  formal  and  monotonous.  Simple,  complex,  and  com- 
pound sentences;  loose,  periodic,  and  parallel  sentences;  declarative, 
interrogative,  imperative,  and  exclamatory  sentences,  carefully  inter- 
mingled in  a  passage  of  writing,  will  give  to  it  a  stimulating  and 
insinuating  variety.  In  addition,  variety  may  be  secured  by  chang- 
ing sentence  beginnings.  Some  may  be  begun  with  the  subject; 
some  with  a  phrase;  some  with  a  clause;  some  with  one  part  of  speech 
and  some  with  another.  Sometimes  a  single  word  may  be  permitted 
to  stand  as  a  sentence,  the  previous  content  making  its  meaning 
clear.  Sentences  of  varying  length,  some  long,  some  short,  some 
medium,  will  likewise  help  to  give  to  a  piece  of  writing  a  pleasant 
variety.  There  are,  indeed,  so  many  devices  for  securing  variety 
to  written  work,  that  the  wonder  is  how  any  one  can  possibly  make 
his  composition  monotonous. 

But  there  is  danger  in  striving  after  variety.  You  may  give  the 
impression  of  mere  mechanical  display  or  juggling  in  your  effort  to 
appear  varied.  You  may  leave  the  reader  with  the  feeling  that  you 
are  master  of  sentence  forms  and  constructions  but  that,  after  all, 
you  really  have  little  to  say.  This  would  be  a  serious  mistake.  Do 
not  be  afraid  of  repetition.  It  is  sometimes  the  most  impressive 
method  of  saying  what  you  have  to  say.  Repeat  words  in  close 
proximity,  if  you  can  re-enforce  an  idea  by  doing  so.  Do  not  change 
the  tenses  of  your  verbs  too  frequently.  Use  the  same  style  of  sen- 
tence, one  right  after  another,  if  by  this  method  you  can  drive  home 
a  point  better  than  by  any  other  means.  In  other  words,  use  good 
judgment.  And,  finally,  test  your  writing  always  by  reading  it  to 
yourself,  aloud  if  possible,  after  you  have  finished  it.     Your  ear  will 


128  THE  ENGLISH  OF  COMMERCE 

help  you  greatly  in  discerning  monotony.  It  may  be  relied  upon  to 
tell  you  whether  you  have  too  many  sentences  starting  with  parti- 
ciples and  whether,  as  a  consequence,  your  constructions  are  tire- 
some and  confusing.  It  will  tell  you  whether,  in  your  effort  to  secure 
variety,  you  have  paid  undue  attention  to  form  at  the  expense  of 
content. 

In  much  the  same  way  as  sentences  are  varied  in  paragraphs, 
paragraphs  should  be  varied  in  whole  compositions.  To  place  the 
topic  sentence  at  the  beginning  of  each  paragraph  in  a  paragraph 
series,  might  become  a  very  monotonous  construction.  To  develop 
all  paragraphs  in  one  and  the  same  way  might  similarly  prove  tire- 
some for  the  reader.  Some  paragraphs  need  to  be  long,  some  short; 
some  deductive,  especially  those  at  the  beginning  of  a  business  com- 
position; some  inductive,  especially  those  toward  the  end  of  a  busi- 
ness composition.  Some  compositions  require  introductory,  sum- 
mary, and  transitional  paragraphs;  some  do  not.  Variety  may  be 
secured  by  intermingling  the  four  types  of  composition  treated  in 
the  next  section — narration,  description,  exposition,  argument — each 
making  its  own  particular  appeal  to  the  reader's  reason  or  imagina- 
tion. On  the  other  hand,  a  straightaway  impression  may  be  possible 
only  by  means  of  the  use  of  a  single  paragraph  type  throughout  the 
composition. 

Variety  in  planning  your  work  will  induce  variety  within  the 
finished  composition.  Your  outline  may  be  so  built  and  so  placed 
or  woven  through  the  story  as  to  give  it  a  most  appetizing  impres- 
sion. When  the  principal  headings  of  a  plan  are  placed  on  the  mar- 
gin of  a  story,  each  one  opposite  the  part  it  heads,  they  are  called 
SIDE  heads;  inserted  in  the  written  material,  on  one  side  or  the 
other,  they  are  called  cut-in  or  boxed  heads  ;  placed  at  broken  inter- 
vals in  a  story  at  equal  distance  from  the  margins,  they  are  called 
CENTER  HEADS.  If  the  last  named  heads  consist  of  more  than  one 
line  they  may  be  arranged  like  hanging  paragraphs  or  in  inverted 
pyramid  form,  the  margins  receding  inward  toward  a  point.  Side- 
heads,  cut-in  heads,  and  center  heads  may  stand  as  independent 
units  in  the  planning,  or  they  may  tell  a  consecutive  story.  The 
latter  is  probably  the  better,  more  convincing  form.     A  running 


THE  BUSINESS  PARAGRAPH  I29 

HEAD  is  the  headline  that  stands  at  the  top  of  each  page  of  a  book. 
A  RUNNING  HEADLINE  is  One  whose  topics  are  placed  end-to-end 
rather  than  in  tabulated  form,  different  type  faces  being  used  to  indi- 
cate the  subordination  of  unimportant  topics.  The  topical  outline 
on  page  114,  converted  into  a  running  headline,  would  read  as  follows: 

SEGREGATION  OF  TRADES— Meaning— Illustration— Ad- 
vantage—SEGREGATION    PRINCIPLE    IN    AMERICA- 
STREET  NAMES — Centers  of  industry — List  of  cities. 

The  above  styles  of  heads  are  illustrated  below.  Note  that  the 
type  face  of  such  heads  is  invariably  different  from  the  type  face  of 
the  body  of  the  work.  In  addition  to  the  heads  in  the  excerpts  here 
presented,  study  the  printed  matter  and  test  it  for  variety: 


Statistical        Organized  to  furnish  accurate  and  up-to- 
Department     ^^^^  information  in  regard  to  securities  and 
investment  conditions. 

Credit  Furnishes    information    in    regard    to    the 

Department     financial   responsibility   of  individuals   and 
business  houses  throughout  the  world. 

Member  Through   our   membership   in  the  Federal 

^derai  Reserve  System  we  are  enabled  to  give  our 

System  customers  the  benefit  of  its  credit  facilities 

and  rediscount  and  collection  privileges. 


Sturdiness        The    general    construction    of   the 
Dictaphone  is  substantial — partic- 
ularly in  the  frame  and  bearings,  which  largely  ac- 
counts for  its  durability  iand  efficiency. 

Back'  A  great  convenience  to  the  typist 

Spacer  is    the    back-spacing    device.     A 

slight  pressure  of  the  button  throws 
the  carriage  back  far  enough  to  repeat  several  lines 
of  dictation. 

Clarophone       We  own  and  control  this  exclusive 

hearing  device   which   softens  the 

sound  of  the  voice  without  impairing  its  clearness. 


130  THE  ENGLISH   OF   COMMERCE 

We  supply  toilet  sets  and  a  large  variety  of  other 
articles  made  of 

AUBEK.LEUR. 

simulating  clear  or  clouded  amber,  as  desired. 

^HELLEUR, 

a  perfect  representation  of  fine  tortoise  shell. 

EBONEUR, 

a  replica  of  finest  ebony,  but  more  durable. 

A  Few  Advantages  of  Art  Metal  Vault  Trucks 
Economy  of  Space 

Utilizing  center  of  vaults  otherwise  unused,  and  relieving 
crowded  vault  cases. 

Economy  of  Time 

Transporting  at  one  time  to  and  from  vaults  all  books  and 
papers,  morning  and  night,  and  obviating  frequent  trips 
during  the  day. 

Economy  of  Health 

Transferring  work  (such  as  filing  of  checks,  etc.)  from  close 
vault  interiors  to  open  rooms. 

Economy  of  Bindings 

Reducing  wear  on  books  and  papers  and  preventing  care- 
less handling. 

Security  of  Records 

Insuring  the  certain  filing  of  important  books  and  docu- 
ments at  night. 


But  the  exercise  material  is  not  only  thus 

selective;  it  is  not  only  adaptable  to  the  varying 

^*  ??7J?^??^        needs  of  many  different  types  of  children  within 

and  "Follows  .     .  -^  .  .  , 

up"  a  grade;  it  is  likewise  progressive,  the  exercises 

in  any  group  increasing  in  difficulty  toward  the 


THE   BUSINESS   PARAGRAPH  I3I 

end,  and  sequential,  certain  of  the  exercises  being 
based  specifically  on  sections  in  the  preceding 
text.     Some  of  the  practice  work  has  purposely 
and  also  been  made  informational.     P.  142  on  the  His- 

tory of  the  Flag,  p.  187  on  Conscription,  p.  244 
on  the  Resources  of  Russia,  and.  p.  248  on 
Astronomy  can  serve  double  purposes  of  prac- 
tice and  information  as  bases  for  further  discus- 
sion. 

Hats  of 

Summer  Fabrics 

The  ensemble  of  a  costume  is 
never  so  truly  "ensemble"  as 
when  one's  hat  matches  not  only 
in  color  but  in  texture.  Hats  of 
Georgette  crepe,  organdie,  tric- 
olette  or  taffeta  permit  wide 
choice  in  the  matter  of  fabrics. 

The  Versatile 

Peanut 

now  takes  its  place  among  the 
straws  that  lead  for  smartness 
in  sport  hats.  A  flesh  color 
peanut  straw  hat  is  trimmed 
with  rows  of  narrow  pink  velvet 
ribbon.  A  citron  color  peanut 
straw  hat  is  swathed  with  a  sash 
of  navy  blue  satin.  This  one  is 
$25.88,  with  tax. 

PROBLEMS 

I.  Write  three  paragraphs  suggested  by  the  following  topics.     Make  use  of 
transitional  words  and  phrases. 

Paragraph  i — John's  application. 
Paragraph  2 — ^John's  interview. 
Paragraph  3 — John's  job. 


132  THE  ENGLISH   OF   COMMERCE 

2.  Compose  a  single  paragraph  that  will  lead  into  one  of  the  following  summary 
sentences : 

— He  therefore  decided  that  he  would  make  a  good  salesman. 

— He  showed  by  this  that  he  knew  how  to  sell  tickets  for  any  game. 

— In  this  way,  he  established  himself  firmly  in  the  favor  of  his  employer. 

— They  concluded,  as  a  result,  that  the  affair  had  not  been  properly  adver- 
tised. 

— Finally,  he  managed  to  show  the  customer  something  that  was  satis- 
factory. 

3.  Enumerate  in  two  or  three  consecutive  paragraphs  the  different  appeals  to 
be  used  in  announcing  a  game  and  in  announcing  a  school  entertainment  to  the 
pupils  in  your  school  assembled  in  the  auditorium.  Observe  the  laws  of  emphasis. 
Use  cut-in  heads. 

4.  Select  two  subjects  from  your  school  course,  and  write  a  paragraph  on  each 
setting  forth  its  value  as  a  business  subject.  Between  the  two  paragraphs  insert 
a  brief  transitional  paragraph. 

5.  Write  a  composition  of  a  half  dozen  paragraphs  on  the  work  that  you  hope 
to  do  on  leaving  school.  Observe  the  following  order  in  the  preparation  of  your 
work.     Compose  side-heads  that  tell  a  continuous  story: 

Paragraph  i — Introductory — Define  the  work. 

Paragraph  2 — My  reasons  for  wanting  to  do  this  kind  of  work. 

Paragraph  3 — Qualifications  required  for  this  work. 

Paragraph  4 — My  study  and  reading  as  preparation  for  the  work. 

Paragraph  5 — What  my  friends  say  about  my  choice. 

Paragraph  6 — Concluding — My  decision. 

6.  Make  running  headlines  for  the  excerpts  on  pages  113  and  116. 

7.  Break  up  excerpt  B  on  page  125  into  short  sentence  paragraphs.  For  every 
two  or  three  of  these,  compose  brief,  appropriate  center  heads. 

8.  Paragraph  the  following  excerpts.  Perhaps  some  lend  themselves  to  the 
sentence  paragraph  style.  Perhaps  capitalization  may  be  used  for  emphasis. 
Compose  appropriate  heads  of  one  kind  or  another  for  each  excerpt. 


Solid  material.  Thus  there  is  no  deception  in  Ivaleur  Toilet  Ware.  Every 
article  is  solid  Ivaleur  material;  no  wood  or  padded  centers  covered  with  a  thin 
veneer  of  manufactured  ivory,  that  Is  common  with  many  so-called  "French  Ivory" 
articles.  Mirror  glass.  Likewise  the  glass  used  in  Ivaleur  Mirrors  is  French  bevel 
plate,  providing  the  best  reflecting  surface  obtainable.  Brush  bristles.  The  bristles 
used  In  Ivaleur  Brushes  are  the  product  of  Russia  and  Siberia,  whence  come  the 
best  bristles  in  the  world. 


THE  BUSINESS   PARAGRAPH  I33 


B 


Kor-Ker  instantly  and  permanently  seals  punctures.  Kor-Ker  stops  slow 
leaks — makes  tires  non-porous.  Kor-Ker  often  gives  50%  more  mileage.  Kor- 
Ker  keeps  tires  at  normal  inflation — no  broken  sidewalls,  rim  cuts,  chafed  beads. 
Kor-Ker  reduces  possibility  of  blow-outs  to  a  minimum.  Kor-Ker  saves  many 
dollars  a  season.  Kor-Ker  saves  you  the  delay  and  bother  of  a  puncture  on  the 
road. 

C 

To  promote  the  production  of  live  stock  and  perishables  and  increase  the  food 
supply;  to  reach  more  people  with  more  and  better  meat;  to  make  a  fair  competi- 
tive profit,  in  order  to  reimburse  the  25,000  shareholders  for  the  use  of  their  capital, 
and  to  provide  for  the  future  development  of  the  business;  to  reduce  to  a  minimum 
the  costs  of  preparing  and  distributing  meat  and  to  divide  the  benefits  of  efficiency 
with  producer  and  consumer;  to  live  and  let  live,  winning  greater  business  only 
through  greater  usefulness,  with  injury  to  nothing  but  incompetency,  inefficiency, 
and  waste;  to  deal  justly,  fairly,  and  frankly  with  all  mankind.  These  are  the  pur- 
poses and  motives  of  the  men  who  direct  the  policies  and  practices  of  Swift  & 
Company. 

D 

Johnston  overseas  service  plans,  handles  and  places  advertising  abroad.  Reports 
on  the  market  conditions  in  any  foreign  country  as  relating  to  your  particu- 
lar product.  Selects  the  most  suitable  local  foreign  advertising  media.  Places 
such  advertising  at  the  lowest  possible  rates.  Prepares  suitable  copy,  layouts,  cuts, 
particularly  in  foreign  languages.  Handles  all  details,  such  as  translations,  elec- 
trotypes, proofs,  checking  insertions,  foreign  payments.  Supplies  without  cost 
selected  lists  of  dealers  in  foreign  countries.  Furnishes  a  confidential  Weekly 
Bulletin  of  inquiries  for  American  products. 

SECTION  15 

Narration. — ^A  composition  that  tells  a  story,  that  depends 
chiefly  upon  incident  and  action  arranged  in  order  of  climax,  is  called 
narration.  Most  of  the  books  and  plays  you  read,  as  well  as  many 
of  the  poems,  are  narration.  They  hold  your  interest  in  suspense 
in  anticipation  of  a  climax.  They  move,  sometimes  rapidly,  some- 
times slowly,  and  they  center  their  content  around  some  one  impor- 
tant issue. 

Narration  holds  an  important  place  in  business  expression.  A 
story  well  told,  an  incident  interestingly  recited,  a  climax  unusually 
surprising — all  are  as  much  appreciated  in  the  business  office  as  in 


134  THE  ENGLISH   OF   COMMERCE 

the  library.  But  care  must  be  exercised  to  have  business  narrative 
appropriate  to  the  matter  in  hand.  The  story  told  should,  as  a  rule, 
have  an  obvious  bearing  upon  the  business  with  which  it  is  connected. 
It  should  clarify  and  enliven  the  sales  process,  for  instance,  by  its 
immediate  application  to  the  sales  situation.  If  you  are  selling 
tractors,  the  story  you  tell  should  have  to  do  with  tractors  and  their 
work.  If  you  cannot  apply  a  story  intimately  to  them,  then  do  not 
attempt  to  tell  one.  It  is  rare,  indeed,  that  a  story  of  remote  interest 
has  any  value  in  business. 

Like  business  composition  generally,  narration  is  brief  and  broken 
and  detached,  in  comparison  with  other  composition.  It  should  fol- 
low the  inductive  order  for  the  most  part.  This  means,  in  narration, 
the  chronological  order ^  that  is,  events  and  incidents  are  presented 
in  their  order  of  occurrence.  Heads,  of  whatever  sort  used,  should 
indicate  action.  The  verb  is  the  important  part  of  speech  in  narra- 
tion, and  it  may  well  be  featured  in  marking  off  the  parts  by  means 
of  headings.  A  strong  beginning  should  give  your  narration  atten- 
tion-getting value.  It  should  at  the  same  time  centralize  it.  Keep 
in  mind  a  central  point  or  purpose,  and  let  your  first  sentence  suggest 
this  if  possible.     The  following  illustrate: 

— He  had  achieved  success  without  knowing  it. 
— The  impossible  had  become  obvious. 

And,  of  course,  a  definite  and  well-thought-out  plan  is  essential. 

Study  and  comment  upon  the  following  example  of  business 
narration : 


Why  the  PS£^?^€mimf 


'ViMAGINE  yourself  behind  the  bars  of  a  cashier's  cage. 

Mr.  Shaky  has  just  thrust  a  one  dollar  bill  through  the  little  window 
of  your  booth. 

In  less  than  a  second  youVe  slipped  his  change  toward  the  edge  of  your 
counter. 

Of  course  he  fumbles  while  trying  to  pick  up  the  separate  coins,  and 
finally,  in  an  attempt  to  sweep  them  into  his  other  hand,  he  scatters 
them  over  the  floor, 

Mr.  Welldressed,  who  has  been  waiting  behind  Mr.  Shaky  all  this  time, 
now  shoves  his  money  through  your  little  window. 

He*s  in  a  hurry,  more  so  because  of  this  delay;  but  his  gloved  hand  will 
not  behave  as  it  ought  to. 


THE   BUSINESS   PARAGRAPH 


135 


After  fussing  for  some  seconds  in  a  futile  attempt  to  pick  up  the  change 
which  you  have  pushed  toward  him,  he  finally  decides  to  take  off  his  glove 
and  use  his  God-given  fingers  in  place  of  his  mailed  fist. 

By  this  time  Mr.  Gripsack  has  lost  his  patience. 

(Mr.  Gripsack,  you  know,  has  been  standing  in  line  for  some  time  wait- 
ing his  turn  to  pay  and  to  be  liberated.) 

YoUf  as  cashier,  are  on  the  job.  Unfortunately,  Mr.  Gripsack  is  nof. 
His  change  is  waiting  for  him  before  he  realizes  it.  With  his  one  free  hand 
he  tries  to  collect  the  many  stubborn  coins.  After  an  interesting  acro- 
batic exhibition,  he  decides  that  his  left  hand  will  be  of  some  service  to 
him.  Carefully  he  deposits  his  suitcase,  umbrella^  and  bundle  on  the 
floor.  One  valuable  minute  intervenes  before  he  regains  his  precious  cargo 
and  again  lifts  anchor. 

And  all  this  time  a  steadily  increasing  line  of  waiting  customers  has 
collected — customers  whose  time  is  valuable  ;  and  most  of  this  time  you 
(remember  you  are  still  playing  cashier)  have  been  standing  idly  by,  pow- 
erless to  help  this  long-delayed  line  of  impatient  patrons. 

As  cashier,  you'd  be  bound  to  make  some  remark  to  yourself. 

Here's  about  what  you'd  say  : 

**  If  only  there  were  a  way  to  make  folks  take  change  as  quickly 
as  it  is  given  them.** 


Well,  there  is  such  a  way. 


PRSS^^efWlGE 


pa£SfQemfG£ 

is  the  answer! 


The  PREST  0  CHANGE  is 
a  small  metal  bowl  similar  to 
the  ordinary  change  bowls  at- 
tached to  cashiers'  booths. 
Connected  with  the  bottom  of 
this  device  is  a  short  metal 
cylinder. 


The  cashier  slides  the  cus- 
tomer's change  into  the  bowl  of 
the  PREST  O  CHANGE  in  the 
usual  manner.  The  customer, 
instead  of  picking  up  the  coins 
one  at  a  time,  places  his  hand 
underneath  the  metal  sleeve. 
The  gentlest  upward  pressure 
releases  two  small  doors  form- 
ing the  bottom  of  the  bowl, 
thus  emptying  the  change  into 
the  customer's  hand  in  the 
smallest  fraction  of  a  second. 


136 


THE  ENGLISH   OF   COMMERCE 


Description. — Description  is  the  name  given  to  that  form  of 
writing  that  pictures  or  portrays.  The  adjective  is  the  important 
part  of  speech  in  this  type  of  composition.  Details  of  appearance 
are  the  subject  matter.  Its  use  in  business  is  evident.  "How  a 
thing  looks"  very  often  decides  "How  a  thing  sells."  If  you  are 
selling  a  pair  of  gloves,  their  appearance  has  something,  probably 
much,  to  do  with  the  sale.  If  you  are  selling  property,  the  prospec- 
tive buyer  wants  to  know  what  it  looks  like.  Catalogs  (Chapter  VIII) 
depend  a  great  deal  upon  this  kind  of  composition.  Pictures,  draw- 
ings, diagrams,  and  like  matter,  usually  accompany  it,  as  appeals  to 
the  eye.  The  description  that  is  written  should  appeal  to  the  mind's 
eye  quite  as  clearly. 

A  description  should  begin  with  a  general  statement  and  from 
this  proceed  to  details,  treating  them  in  some  logical  order,  from 
greatest  to  least  importance.  The  heads  should  be  principally  adjec- 
tives and  descriptive  nouns  and  adverbs.  A  beginning  sentence  that 
serves  as  a  unifying  frame  to  the  picture  will,  as  in  narration,  estab- 
lish a  central  point  or  purpose  for  the  whole: 

— Mary's  department  was  nothing  but  confusion. 
— Every  line  of  the  garment  showed  grace  and  style. 

By  TECHNICAL  DESCRIPTION  is  meant  the  listing  of  exact  items 
of  measure  or  quality  or  design  : 

THE  NOISELESS 

ioo%  Noiseless — guaranteed  so  for  five  years. 
Maintains  alignment  for  the  life  of  machine. 
Dust-proof  construction. 
Visible  writing. 
Indestructible  steel  platen. 
Riveted  steel  type. 
Writes  line  9>^  inches  long. 
The  lightest  touch. 
Adjustable  paper  feed  tension. 
Standard  American  keyboard. 
A  perfect  card  machine  without 

attachments. 
Back  spacer — tabulator — margin 

release. 
The  Fastest  Stock   Machine  in 
the  World. 


THE   BUSINESS   PARAGRAPH 


137 


By  GENERAL  DESCRIPTION  IS  meant  the  picturing  of  an  article  or 
scene  through  the  use  of  words  descriptive  of  its  appearance.  Ob- 
serve the  following: 

— Its  delicious  minty  flavor  and  its  appetizing  smack  make  this  a  partic- 
ularly popular  confection  among  those  with  discerning  tastes. 

A  word  picture  may  be  made  to  stand  out  more  clearly  and  con- 
cretely by  means  of  the  skilful  use  of  contrast.  Black  may  be  made 
to  appear  blacker  as  the  result  of  its  being  placed  beside  white. 
Again,  you  may  be  able  to  secure  more  vivid  impressions  in  descrip- 
tion by  means  of  telling  what  effect  a  certain  thing  has  upon  you 
than  by  enumerating  the  various  details  of  its  composition.  These 
two  devices — contrast  and  effect — apply  particularly  to  description, 
but  much  can  be  made  of  them,  also,  in  any  other  kind  of  writing. 

Study  and  comment  upon  the  following  excerpts  of  business 
description : 


The  flowers  used  for  trimming  these 
summer  picture  hats  are  carelessly  scat- 
tered over  the  brims  and  in  great  pro- 
fusion. There  was  one,  for  instance,  in 
a  pale  shade  of  robin's  egg  blue.  It  had 
for  trimming  a  mass  of  little  yellow  bell- 
shaped  flowers  laid  on  in  clumps  and 
making  a  wreath  that  looked  more  as 
though  it  had  lately  been  brought  in 
from  the  garden  than  as  though  its  effect 
had  been  studied. 

There  are  big,  broad  hats  of  organdie 
made  to  go  with  the  organdie  summer 
dresses,  though  these  have  not  as  yet 
made  their  appearance.  They  are  wait- 
ing for  the  really  warm  days  when  trans- 
parent muslin  will  seem  the  only  bear- 
able material.  A  smart  midsummer  hat 
is  large  and  floppy,  and  is  made  of  the 
finest  of  black  Italian  braid.  It  has  for 
its  trimming  a  huge  bow  of  soft  cream 
satin  ribbon  laid  flat  along  the  side  of 
the  drooping  brim.  This  is  the  sort  of 
hat  that  can  be  worn  with  any  frock 
and  it  promises  to  be  extremely  popular. 


B 

On  the  street,  as  the  heat  increased 
during  the  last  of  the  week,  some  pfinted 
silks  and  chiffons  and  voiles  made  their 
appearance.  These  were,  as  a  rule,  of 
dark  colors,  printed  in  all-over  pat- 
terns. They  were  usually  made  on 
simple  lines  with  a  good  deal  of  fulness 
in  the  skirts.  They  were  pleasant  to 
look  upon. 

These  frocks  bid  fair  to  be  popular,  for 
they  are  lovely  and  cool  and  do  not  muss 
when  one  has  to  be  out  and  about  during 
the  greater  part  of  the  day.  Especially 
the  cottons  are  worthy  of  note,  because 
they  come  in  beautiful  colors.  Lately  a 
few  have  been  imported  from  England 
and  they  have  a  charm  due  to  delicate 
colors  and  the  daintiness  of  their  pat- 
terns. The  light  tones  of  yellow  and 
mauve  and  the  strawberry  shades  are 
delightful.  With  these  cotton  dresses 
black  hats  are  the  usual  thing. 


138  THE  ENGLISH  OF  COMMERCE 

Exposition. — Exposition  is  explanation.  Its  use  in  business 
speech  and  writing  is  imperative  in  practically  all  situations.  A  good 
proportion  of  all  business  transacted,  hinges  upon  replying  to  the 
words  how  and  why.  Explanation  is  the  answer  to  these  two  salient 
questions.  Telling  how  a  machine  works  or  why  a  deal  was  made 
may  seem  a  very  simple  process.  And  it  is,  provided  the  individual 
who  tries  it  knows,  and  can  express  himself.  If  he  has  knowledge  of 
his  subject  and  can  convey  it  to  others  intelligibly,  then  and  then 
only  can  he  explain. 

Exposition  may  consist  of  definition  only.  A  clear  definition  is 
frequently  all  that  is  necessary  to  the  complete  understanding  of 
anything.  But  much  more  may  be  required.  It  may  be  necessary 
to  follow  definition  with  origin  or  source,  parts  or  divisions,  uses  or 
benefits,  results  or  effects,  of  any  given  article  or  of  any  given  kind  of 
service.  If  all  of  these  are  necessary,  the  order  in  which  they  are 
here  named  will  probably  be  the  best  order  of  presentation.  It  may 
be  that  the  workings  of  the  thing  explained  are  so  complicated  as  to 
require  the  use  of  highly  technical  language  as  well  as  the  assistance 
of  description  and  narration.  On  the  other  hand,  exposition  may  be 
most  clearly  and  explicitly  developed  by  means  of  replying  to  a  series 
of  questions,  real  or  imaginary. 

Your  exposition  must  be  complete,  and  must  be  developed  point 
by  point.  The  omission  of  a  single  step  of  the  way  in  giving  an  ex- 
planation of  how  to  go  from  one  place  to  another,  may  be  the  undoing 
of  your  whole  explanation.  Whenever  possible — and  it  is  usually 
possible — charts  and  diagrams  should  be  inserted  along  the  exposi- 
tion for  the  purpose  of  making  it  clear  to  both  eye  and  mind.  In 
long  expositions  there  should  be  an  introductory  paragraph  explaining 
the  method  of  development  that  is  to  be  followed,  the  divisions  of 
subject  matter,  and  the  ends  desired  to  be  attained.  There  should 
be  frequent  transitional  or  "catch-up"  paragraphs,  explaining  just 
what  has  been  made  clear  up  to  certain  points  and  what  new  steps 
are  to  be  taken.  There  should  be  a  summary  paragraph,  clinching 
the  whole. 

In  exposition,  too,  it  is  best  to  weld  the  entire  composition  together 
by  means  of  a  strong  leading  sentence.  This  will  hold  the  following 
sentences  and  paragraphs  together  and  at  the  same  time  serve  to 


THE  BUSINESS   PARAGRAPH  I39 

make  an  impression  at  the  outset.     Note  how  the  following  sentences 
indicate  at  once  both  purpose  and  unity: 

— ^The  operation  of  this  machine  could  not  be  simpler. 
— There  are  three  general  qualifications  that  every  business  boy  and  girl 
must  have. 

One  of  the  most  valuable  forms  of  exposition  is  that  of  summary. 
It  is  a  valuable  accomplishment  to  be  able  to  summarize  in  a  brief 
space  the  contents  of  a  speech  or  a  book,  or  the  principal  features  of 
a  policy  or  a  mechanical  device.  The  aim  in  summary  should  be 
to  state  the  most  important  points  only.  There  is  no  cut-and-dried 
rule  for  doing  this,  could  not  be.  Good  example  is  the  one  best 
teacher  here,  as  in  most  of  your  English  training.  Below  is  a  sum- 
mary of  the  excerpt  on  page  114.  Further  on  you  will  find  a  book 
review,  one  of  the  most  common  types  of  summary: 

The  old  segregation  of  related  trades  in  certain  localities,  as  indicated  very 
often  by  street  names,  had  its  sales  and  advertising  advantages.  The  segregation 
principle  is  evident  in  American  cities  today,  and  the  centralization  of  the  differ- 
ent kinds  of  industry  in  scattered  centers  throughout  the  country  is  especially 
noteworthy. 

Study  and  comment  upon  the  following  examples  of  business 
exposition : 

Often  included  in  the  title  of  a  Bond  or  Note  is  the  word  "Gold."  This  indi- 
cates that  the  holder  has  the  right  to  be  paid  at  maturity  in  gold  coin.  This  prac- 
tice arose  as  the  result  of  the  Civil  War  and  the  period  of  depreciated  paper  money 
which  this  country  experienced.  Gold  is  the  basis  of  our  money  and  is  generally 
acceptable  throughout  the  world,  whereas  paper  money  of  some  countries  may 
become  practically  or  entirely  worthless.  The  provision  requiring  the  payment  of 
a  security  in  gold  was  to  satisfy  investors  that  at  maturity  they  would  not  be  paid 
off  in  depreciated  paper  money  when  they  had  paid  for  their  securities  with  money 
at  its  full  value.  The  necessity  for  this  provision  does  not  exist  in  this  country 
today  and  in  many  cases  has  been  omitted  from  securities  issued  during  recent 
years.  The  omission  of  the  word  "Gold"  in  a  title,  however,  does  not  imply  that 
this  provision  has  not  been  made. 

— George  E.  Barrett  in  The  Magazine  of  Wall  Street. 

WISE  SPENDING  means  spending  preceded  by  thought  to  make  certain  that 
the  purchaser  gets  his  money's  worth  in  commodity,  comfort,  service,  recreation 


140 


THE  ENGLISH   OF   COMMERCE 


or  advancement.  It  implies  the  balancing  of  all  needs,  present  and  future,  and  of 
the  means  of  meeting  these  needs,  and  then  spending  in  such  a  way  as  to  meet  the 
most  urgent  needs.  In  essence  it  is  a  sort  of  budget  making.  Wise  spending  sees 
to  it  that  all  the  income  is  not  spent  on  the  first  needs  or  desires  lest  other  more 
urgent  needs  or  desires  appear.  The  determination  of  what  is  wise  spending  must 
rest  with  the  individual,  but  he  must  be  helped  to  overcome  the  temptation  to 
satisfy  present  needs  to  the  neglect  of  future  needs.  On  the  other  hand,  urgent 
necessities  of  today  must  not  be  neglected  for  the  petty  ones  of  tomorrow.  Pro- 
vision must  be  made  for  the  rainy  day  and  unforeseen  emergencies,  but  economic 
stability  implies  also  some  capital  with  which  to  turn  around,  or  to  take  advantage 
of  opportunity.  —Issued  by  the  United  States  Treasury  Department. 


New  Magnets  on  Ford 

Q — Would  it  be  advisable  to  install 
new  magnets  on  a  Ford  car  without  new 
coils  or  would  there  be  danger  of  burning 
the  old  coils  out  ? 

— J.  C.  Freed,  Teegarden,  Ind. 

It  will  not  be  necessary  to  install  new 
magnets  unless  you  desire  to  replace  the 
smaller  ones  with  the  larger  size  now 
used.  If  your  magnets  need  recharging, 
that  is  a  simple  matter  and  you  are  re- 
ferred to  Motor  Age  of  September  12, 
19 1 8,  for  complete  instructions;  also  to 
the  issue  of  October  10,  19 18,  for  more 
details.  No,  new  magnets  will  not  burn 
out  the  coils,  but  you  will  get  better 
results  with  the  larger  coils,  as  they  will 
increase  the  electrical  output  materially. 
If  you  use  gas  headlights,  the  smaller 
magnets  and  spools  or  coils  will  take 
care  of  the  ignition. 

— From  Motor  Age,  October  31,  1918. 


Advertising  and  Selling  Practice. 
By  John  B.  Opdycke.  Chicago,  New 
York  and  London:  A.  W.  Shaw  Com- 
pany, 1918.  8vo;  244pp.;  illustrated. 
Price,  $2.00. 

The  field  of  advertising  is  now  highly 
systematized,  and  certain  principles  are 
recognized  and  taught.  The  science  and 
art  of  selling  are  so  lucidly  yet  undogmat- 
ically  set  forth  by  Mr.  Opdycke  in  this 
work  that  teachers  and  students  might 
well  adopt  it  as  a  standard  text.  Unlike 
most  books  on  the  subject,  its  primary 
aim  is  to  start  theadolescent  aright.  This 
does  not  mean,  however,  that  the  profes- 
sional can  afford  to  ignore  it;  the  work 
serves  the  business  office  no  less  than  the 
classroom.  The  author's  astute  remarks 
as  to  the  oneness  of  literature  and 
advertising,  and  the  influences  that  each 
is  exerting  upon  the  other  are  both  incon- 
trovertible and  enlightening.  The  ex- 
pounded principles  are  followed  by  con- 
crete exercises  admirably  adapted  to 
bring  out  the  powers  of  the  student;  ad- 
vertising policies  and  methods  are  out- 
lined and  illustrated,  valuable  points  and 
suggestions  are  reduced  to  chart  form, 
and  there  is  a  long  bibliography  of  works 
on  advertising  and  selling  from  current 
lists  of  American  and  British  publishers. 
— Scientific  American,  July  27,  IQ18. 


THE  BUSINESS  PARAGRAPH  I4I 

Argument. — Argument  is  the  attempt  to  persuade.  In  business 
speaking  and  writing  the  attempt  must  never  be  aggressive.  It 
should,  rather,  be  suggested  or  insinuated;  otherwise  it  may  give 
offence.  As  a  rule  it  should  await  invitation.  If  a  prospective  buyer 
asks  questions,  or  presents  objections  to  the  article  you  are  selling 
or  to  something  you  say  about  it,  you  may  be  called  upon  to  present 
arguments  to  substantiate  its  claims  or  your  statements.  But  do 
not  do  so  deliberately.  Veil  your  arguments  by  means  of  indirect 
rather  than  direct  contradiction. 

You  may  do  this  in  more  than  one  way.  Perhaps  a  short,  concise 
statement  of  reasons  why  your  commodity  is  superior  to  another,  will 
be  persuasive.  Perhaps  you  may  be  able  to  convince  by  means  of 
a  well-turned  story  at  some  critical  point;  or  you  may,  by  sheer 
definiteness  and  politeness  in  exposition,  win  the  situation.  Never 
make  a  flat  contradiction.  On  the  other  hand,  never  evade  an  issue, 
though  forced  to  admit  superiority  of  another's  argument  over  your 
own,  or  of  another  commodity  over  the  one  you  are  selling.  (See 
Chapter  VII.) 

The  form  of  topic  or  question  for  argument  is  as  follows: 

Resolved  :  That  it  should  be  forbidden  to  place  advertising  posters  on  buildings 
and  fences. 

The  AFFIRMATIVE  side  of  the  question  would  argue  it  as  it  stands. 
The  NEGATIVE  would  insert  the  word  not  and  argue  it  as  it  then  reads : 

Resolved  :  That  it  should  not  be  forbidden  to  place  advertising  posters  on  build- 
ings and  fences. 

The  first  part  of  either  side  of  the  argument  should  consist  of 
defining  the  question,  explaining  the  reasons  for  its  being  argued, 
and  stating  the  principal  issues.  These  issues  should  be  arranged  in 
order  of  importance  and  each  should  be  thoroughly  treated  in  suc- 
cessive paragraphs.  It  is  desirable  to  reduce  the  issues  to  two  or 
three  of  the  most  evident  arguments  and  to  offset  in  their  develop- 
ment any  opposition. 

To  illustrate  further:  Suppose  you  are  a  salesman  of  a  certain 
kind  of  sewing  machine.     The  one  to  whom  you  are  trying  to  sell 


142  THE  ENGLISH  OF   COMMERCE 

presents  arguments  to  show  that  the  machine  he  is  now  using  is 
superior  to  yours.  You  decide  to  prove  to  him  that  he  is  wrong, 
without  letting  him  know  that  you  are  deHberately  setting  out  to  do 
so,  of  course.  Take  just  three  points — no  more — and  speak  or  write 
three  paragraphs,  as  follows: 

1.  My  machine  runs  more  easily  and  rapidly. 

2.  My  machine  makes  less  noise^ 

3.  My  machine  costs  less. 

Prove  each  one  of  these  points.  If  possible,  demonstrate  each. 
Be  polite  and  courteous,  but  do  not  be  superior  or  condescending. 
Give  your  argument  the  appearance  and  the  sound  of  description 
and  exposition.  Never  let  him  think  you  are  merely  arguing  with 
him  on  the  question: 

Resolved :    That  my  machine  is  better  than  yours. 

Make  him  think  the  question  stands  as  follows: 

Resolved  :  That  both  machines  are  excellent,  but  in  three  points  at  least  one  is 
superior. 

Select  a  few  points  from  each  of  the  following  excerpts,  summariz- 
ing the  arguments  presented  against  the  man  who  doesn't  care  and 
the  stupid  man,  respectively: 

THE  MAN  WHO  DOESN'T  CARE 

Haven't  you  had  salesmen  call  on  you  who  apparently  didn't  care  whether  they 
made  a  sale  or  not?  They  went  through  all  the  regular  motions.  They  had  the 
approach,  the  selling  points  and  the  closing  up  arguments  and  they  told  them  all 
in  due  form,  but  you  could  see  that  they  were  simply  going  through  so  much  rou- 
tine. They  didn't  appear  to  expect  to  do  anything  more  than  check  your  name  off 
the  list  when  they  finished. 

What  chance  has  a  salesman  like  that  of  interesting  any  new  trade  ?  He  might 
get  a  small  order  from  a  man  who  had  made  up  his  mind  in  advance  to  buy  when 
the  opportunity  offered.  But  that  is  all.  If  a  salesman  indicates  in  any  way  that 
he  doesn't  expect  to  make  a  sale,  his  prospect  will  intimate  in  a  very  decided  way 
that  he  doesn't  want  to  buy,  and  he  won't  buy. 

If  you  have  a  tired,  don't-care  feeling  when  you  walk  into  a  man's  store,  don't 
think  the  merchant  will  not  notice  it.     He  will,  and  he  will  realize  right  away  that 


THE  BUSINESS  PARAGRAPH  I43 

it  is  going  to  be  easy  to  get  rid  of  you  and  he  will  proceed  to  do  It  as  quickly  as 
possible  and  have  it  over  with. 

If  you  don't  care,  you  will  not  fool  anybody  into  believing  you  do  care.  If  you 
do  care  but  don't  take  pains  to  show  it  and  to  act  the. part,  you  will  fool  a  good 
many  into  thinking  you  don't  care,  and  the  result  will  be  just  the  same  as  if  you 
really  didn't  care.  The  man  who  doesn't  care  doesn't  do  any  business,  and  the 
man  who  acts  as  if  he  doesn't  care  does  just  about  the  same  amount. 

— From  Electrical  Merchandising. 

THE  MAN  WHO  IS  STUPID 

I  heard  the  story  of  a  young  man  the  other  day.  It  had  so  valuable  a  lesson 
in  It  that  I  want  to  pass  it  on. 

As  the  hero  of  the  tale  now  holds  a  high  position  In  one  of  the  leading  hardware 
houses  of  the  Coast,  I  will  call  him  Henry  for  short,  because  that  is  not  his  name. 
Several  years  ago  Henry  was  a  warehouse  boy,  in  the  same  concern,  at  five  dollars 
a  week.     And  he  had  vegetated  in  that  one  job  for  five  years. 

One  morning  a  friend  of  Henry's  dropped  in — a  man  who  uses  his  head  for  think- 
ing purposes,  rather  than  as  a  mere  appendage  to  a  roll-top  hair-cut. 

Henry  was  not  in  good  humor.  It  was  too  early  in  the  morning.  Henry  be- 
came one  of  those  agreeable  folks  that  don't  love  their  fellowmen  until  after  ten 
o'clock. 

"How  are  you,  Henry?     How's  business?"  asked  the  visitor. 

"Rotten!" — with  a  growl.  "Here  I've  been  for  five  years  dustin*  shelves — 
nothin'  but  dustin'  shelves  the  hull  bloomin'  time.  No  raise !  No  promotion  I  Still 
dustin'  shelves!  I'm  sick  and  tired  of  it.  I'm  going  to  quit  and  go  some  place 
where  they'll  give  a  man  a  show." 

"Dusting  shelves?"  echoed  the  caller,  astonished.  "You  haven't  been  dusting 
shelves." 

"Have,  too.     Guess  I  ought  to  know." 

"But  you  don't.  You  have  been  reading  a  hardware  catalog  all  these  years. 
How  much  have  you  learned  from  it?" 

"Watcher  mean?     I  hain't  seen  no  catalog." 

"Why,  these  shelves  are  your  catalog.  Every  article  right  before  you,  life- 
size.     Here,  what  are  these?" 

"Ship's  augers,  I  guess." 

"What  do  they  cost?" 

"I  dunno." 

"What  do  they  sell  for?" 

"I  dunno.     They  never  tell  a  feller  nawthin'  here." 

"Yes,  and  some  people  don't  learn  without  being  told — not  even  In  five  years. 
Why  are  these  augers  such  a  funny  shape?" 

"I  dunno." 

"Where  are  they  made?" 


144  THE  ENGLISH  OF   COMMERCE 

"Says  Pittsburg  on  the  box." 

*'Yes.     What  sizes  do  they  come  in?" 

"I  dunno." 

"Look  on  the  boxes  and  see." 

"In  sixteenths." 

"Yes;  now  what  are  they  used  for?" 

"I  dunno." 

"So  you  have  handled  those  augers  day  after  day  for  five  years,  and  have  never 
learned  anything  about  them  ?     Do  you  see  now  why  you  haven't  been  promoted  ?  " 

"Well,  I  begin  to.  Do  you  think  it's  too  late  to  begin  to  study  my  catalog 
now?" 

"Never  too  late  to  learn.     Begin  now." 

"I  will.  And  thank  you  for  showing  me  what  a  fool  I  have  been  all  these 
years." 

And  that  is  the  story  of  the  beginning  of  Henry's  rise  to  a  place  of  power,  influ- 
ence, and  fortune. 

— By  The  Business  Philosopher  in  The  Kant  Slip,  House 
Organ  of  the  Kelly- Springfield  Tire  Company. 

Cautions. — ^The  business  man  is  not  called  upon  to  use  the  fore- 
going types  of  composition  singly  and  individually.  Neither  is  the 
writer  of  literature.  All  four  types  are  called  into  play,  welded  and 
moulded  together,  in  practically  every  situation  calling  for  expression. 
It  may  be  necessary  to  make  one  or  another  stand  out  predominantly 
in  a  given  case.  But  rarely  if  ever  does  the  business  man,  least  of 
all  the  salesman,  meet  with  a  condition  or  a  problem  that  can  justify 
him  in  saying,  "Here  I  must  use  narration;  there,  description  is  the 
only  thing  that  will  count." 

He  must  aim,  however,  to  administer  such  blends  of  the  four 
types  as  will  best  bring  his  speech  or  his  writing  to  a  successful  issue. 
With  one  person  or  with  one  commodity,  exposition  may  have  to  be 
featured,  assisted  by  description  and  argument;  with  another  person 
and  commodity,  narration  may  have  to  be  featured,  assisted  by 
exposition  and  argument.  And  it  is  not  necessary  for  him  who  is 
thoroughly  drilled  in  the  fundamentals  of  English  expression  to  think 
about  such  combinations.  He  will  naturally  and  automatically  turn 
now  to  this  and  now  to  that  type  as  one  or  another  is  needed  for 
immediate  purposes. 

Some  people  like  stories  especially  well.  Others  are  fond  of  pic- 
tures.    Some  have  inquiring  minds,  and  nothing  short  of  the  most 


THE   BUSINESS  PARAGRAPH  I45 

lucid  explanations  will  satisfy  them.  Still  others  are  of  an  argu- 
mentative nature,  and  enjoy  a  keen  but  agreeable  "battle  of  words.** 
Commodities  vary  accordingly  in  the  demands  they  make  upon 
expression.  This  all  means  that  the  speaker  or  the  writer  must 
be  able  to  proportion  and  balance  and  harmonize  the  parts  of  his 
work  with  nicety.  Unimportant  matters  must  be  subordinated; 
important  ones  must  be  made  to  stand  out;  those  of  equal  importance 
must  be  co-ordinated.  If  you  will  once  again  examine  the  excerpts 
quoted  in  this  chapter,  you  will  find  that  two  or  more  of  the  fore- 
going composition  types  appear  together  and  that  the  elements  in 
them  are  balanced  and  proportioned  "to  the  true." 

PROBLEMS 

(Note:  Any  commodity,  other  than  the  automobile,  may  be  sub- 
stituted for  6,  7,  8,  9  below.) 

1.  Explain  the  advantages  of  membership  in  some  school  club,  In  such  a  way 
as  to  increase  membership. 

2.  Argue  for  Increased  membership  in  some  school  club,  foreseeing  as  many 
as  possible  of  the  excuses  given  by  pupils  who  up  to  the  present  have  refused  to 
join. 

3.  Tell  the  story  of  a  graduate  of  your  school  who  has  made  a  tremendously 
fine  record  in  business  as  the  result  of  participation  in  public  debates  during  his 
school  career.     Conclude  with  an  appeal  for  membership. 

4.  Describe  a  young  person  of  your  acquaintance  before  he  joined  the  speakers' 
club  in  your  school.  Show  that  he  was  awkward  and  bashful,  and  lacking  generally 
in  confidence.  Then  describe  him  after  one  or  two  years  of  hard  work  in  the  club. 
Emphasize  the  change  in  him  and  make  it  an  appeal  for  increased  membership  in 
the  speakers'  club. 

5.  In  a  series  of  short  paragraphs  that  grow  somewhat  longer  as  your  story  Is 
developed,  tell  what  inconvenience  and  loss  your  school  suffers  as  the  result  of 
having  no  athletic  field  of  its  own.  Perhaps  games  are  not  attended  as  they  should 
be,  and  there  is  a  deficit  in  the  treasury  of  your  general  organization  as  a  result. 

I  6.  Describe  an  automobile  in  such  a  way  as  to  make  one  want  to  buy  it.  Men- 
tion, among  other  things,  its  graceful  lines,  its  good  proportions,  its  color  and  trim- 
ming, its  low  and  convenient  build,  and  so  forth.  Assume  that  the  one  for  whom 
the  description  is  written  owns  an  automobile  of  another  make  and  is  contemplat- 
ing buying  a  new  one  of  similar  or  different  manufacture.     One  paragraph. 

7.  Explain  the  operating  of  the  automobile  described  in  6  above.  Mention, 
among  other  things,  that  a  child  can  run  the  car,  that  it  can  be  stopped  instantly 


146  THE  ENGLISH  OF  COMMERCE 

without  undue  shock  to  the  occupants,  that  the  gears  are  easily  understood  and 
managed,  that  the  engine  is  simple  but  efficient,  and  so  forth.  Without  mention- 
ing other  cars,  emphasize  the  outstanding  features  of  this  particular  one.  Two 
paragraphs. 

8.  Imagine  that  the  person  to  whom  you  have  been  addressing  yourself  in 
6  and  7  above  contends  that  he  is  perfectly  satisfied  with  the  car  he  already  owns. 
Do  not  be  discourteous,  but  show  him  how  your  car  excels  in  at  least  two  or  three 
ways.  Argue  indirectly,  giving  each  important  argument  a  paragraph  to  itself. 
Three  paragraphs. 

9.  Tell  the  story  of  an  automobile  accident,  in  which  the  members  of  a  family 
were  all  seriously  hurt.  Assume  that  the  accident  was  caused  by  failure  of  the 
brakes  to  work  instantly  and  effectively  when  most  needed.  Show,  by  way  of 
conclusion  to  your  story,  that  the  accident  could  not  have  happened  with  the  car 
you  sell.     Four  or  more  paragraphs. 

10.  Select  one  of  the  topics  below  and  make  it  the  basis  for  a  long  theme.  Make 
use  of  diagrams  or  charts  or  illustrations,  adopt  an  appropriate  style  of  heading, 
and  vary  the  kinds  of  composition  and  the  paragraph  development: 

(i)  My  first  day  behind  the  counter.  (2)  How  courtesy  got  the  cash.  (3)  An 
attractive  window.  (4)  Looking  for  bargains.  (5)  The  best  business  man  (or  woman) 
I  know.  (6)  Why  I  should  like  to  write  advertisements.  (7)  Why  I  should  like  to 
be  a  traveling  salesman.  (8)  Christmas  in  a  toy  shopt  (9)  What  I  do  with  my 
wages.  (10)  "Handsome  is  as  handsome  does" — in  business.  (11)  Dismissed  be- 
cause of  bad  English.  (12)  Business  opportunities  in  school.  (13)  The  huckster 
as  a  salesman.  (14)  Buying  at  a  small  shop.  (15)  At  an  auction.  (16)  Exchang- 
ing a  pair  of  gloves.  (17)  A  quarrel  with  my  employer.  (18)  The  window  of  the 
candy  shop.  (19)  Trying  to  find  a  job.  (20)  Ordering  by  telephone  (reproduce 
the  conversation).  (21)  When  a  persistent  clerk  becomes  a  nuisance.  (22)  A 
soft  answer  turneth  away  wrath.  (23)  Why  I  joined  the  union.  (24)  Why  I 
did  not  join  the  union.  (25)  A  visit  to  a  department  shop.  (26)  My  first  sale. 
(27)  My  sample  case.  (28)  Showing  goods  politely.  (29)  Conversing  with  one 
who  knows  it  all.  (30)  Unpacking  goods.  (31)  Trimming  the  windows.  (32) 
Arranging  the  shelves.  (33)  An  attractive  grocery  shop.  (34)  Why  his  salary 
was  raised.  (35)  Why  his  salary  was  reduced.  (36)  Teaching  Jim  how  to  sell 
tickets.     (37)  Teaching  Jim  how  to  "talk"  the  game. 

(38)  Helping  Dad  in  the  store.  (39)  Making  odd  change  quickly.  (40)  A 
personal  interview  and  its  results.  (41)  Our  Easter  display.  (42)  A  meeting 
of  the  employees.  (43)  A  robbery  that  sold  a  safe.  (44)  An  accident  that  sold  an 
automobile.  (45)  A  storm  that  sold  umbrellas.  (46)  Candy  that  brought  the  doctor. 
(47)  Why  I  liked  the  floorwalker.  (48)  Good  personal  appearance  as  a  business  asset. 
(49)  Advertising  posters  should  be  prohibited.  (50)  How  to  run  a  car.  (51)  A  delayed 
shipment  and  the  consequences.  (52)  Special  sales  and  hot  weather.  (53)  The 
contagion  of  anger  (give  an  instance).  (54)  Why  some  of  my  friends  should  not 
be  salesmen,     (55)  Why  some  of  my  friends  should  enter  business.     (56)  My 


THE  BUSINESS   PARAGRAPH  I47 

business  qualifications.  (57)  My  father's  business  qualifications.  (58)  My  mother, 
as  a  business  woman.  (59)  The  business  end  of  running  a  home.  (60)  The  organ- 
ization of  our  school.  (61)  The  organization  of  a  small  shop.  (62)  The  organi- 
zation of  a  large  shop.  (63)  Things  that  are  sold  on  looks.  (64)  Things  that 
are  sold  on  operation.  (65)  Things  that  s^re  sold  because  of  superiority  over  others 
of  the  same  kind.  (66)  Buying  a  thing  because  it  is  cheap.  (67)  Buying  a  thing 
because  it  is  necessary.  (68)  Investing  in  thrift  stamps.  (69)  The  reasons  for 
being  economical.  (70)  Why  the  grocery  store  is  necessary.  (71)  Clothing  is 
harder  to  sell  than  sugar.  (72)  Why  I  prefer  to  sell  in  a  certain  department. 
(73)  Banking  hours  and  banking  days.  (74)  Saturday  should  be  a  full  holiday  for 
all  kinds  of  business.  (75)  Shops  that  sell  food  should  be  open  for  two  hours  on 
Sundays. 

11.  You  are  a  salesman  of  automobiles.  While  you  were  calling  one  evening 
your  car  was  stolen  from  in  front  of  the  house  at  which  you  were  calling.  Strange 
to  say,  the  car  was  brought  to  your  place  of  business  about  a  year  later  and  offered 
in  exchange  for  a  new  car.  You  are  now  selling  a  car  that  is  equipped  with  a  lock- 
ing device  that  prevents  theft.  Enlarge  the  above  story  in  such  a  way  that  it 
will  be  useful  to  you  in  selling  a  car  to  a  man  who  has  just  had  his  stolen. 

12.  Use  the  following  outline  as  a  basis  for  a  composition  you  would  write,  sum- 
marizing the  contents  of  this  chapter.  Use  other  heads,  and  word  them  so  that 
they  will  tell  a  continuous  story.  Perhaps  you  can  best  do  this  work  by  contrast- 
ing the  written  work  of  a  pupil  who  has  never  studied  the  chapter  with  that  of  one 
who  has,  or  by  means  of  some  similar  imaginary  situation. 

Introduction 

SECTION  13— Purpose 
Plan 

PROBLEMS 

SECTION  14— Unity 

Emphasis 

Coherence 

Variety 

PROBLEMS 

SECTION  15— Narration 
Description 
Exposition 
Argument 
Cautions 

PROBLEMS 


I 


CHAPTER  IV 
THE  BUSINESS  LETTER 

Write  your  letter  somewhat  better 

Than  all  other  things  you  do  ; 
Write  it  neatly  and  discreetly^ 

Keep  it  brief,  yet  ample  too  ; 
Write  it  brightly,  but  politely, 

Make  it  human  through  and  through. 

Introduction. — ^Whatever  the  pursuit  you  follow  in  life,  you 
will  be  called  upon  to  write  letters.  Letter  writing  is  the  one  form 
of  written  expression  that  few  if  any  escape  being  called  upon  to 
exercise.  It  is  to  the  hand  almost  what  speech  is  to  the  tongue. 
If  you  engage  in  business  you  will  very  soon  learn  that  good  letters 
are  one  of  the  two  or  three  biggest  assets  connected  with  your  work; 
that  letters  that  are  not  good  may  do  more  toward  ruining  your 
business  than  any  other  one  thing  connected  with  it. 

What  constitutes  a  good  letter?  Exact  words,  correct  and  con- 
cise sentences,  brief  and  pointed  paragraphs?  Yes,  these  are  essen- 
tials. There  can  be  no  good  letter  without  them.  You  must  say 
in  your  letter  exactly  what  you  have  to  say  in  exactly  the  number 
of  words  and  sentences  and  paragraphs  required  to  say  it.  But  these 
alone  will  not  guarantee  a  good  letter.  Your  good  letter  must  be 
"human  through  and  through."  To  him  who  reads  it,  it  must  feel 
like  a  hearty  handshake.  It  must  be  frank  and  honest  and  straight- 
forward. It  must  radiate  man-to-man  spirit  and  eye-to-eye  integ- 
rity. It  must  be  original  rather  than  merely  clever;  sincere  rather 
than  merely  truthful. 

In  the  olden  days,  when  all  good  stories  were  opened  with  once- 

148 


THE  BUSINESS  LETTER  I49 

upon-a-time,  all  good  letters  began  with  I-now-take-my-pen-in-hand. 
But  they  used  goose-quills  in  those  days,  and  their  English  sometimes 
savored  of  the  "goose-quill  age."  Now  we  use  fountain  pens  and 
typewriters  and  multigraphs.  Inventive  genius  has  provided  office 
system  and  office  machinery  that  produce  letters  as  if  by  magic — 
thousands  a  day  in  a  single  office — and  all  of  this  has  brought  with 
it  greater  clearness  and  conciseness  in  letter  phraseology.  As  a 
letter  starter,  I-now-take-my-pen-in-hand-to-let-you-know-that-I-am- 
well-and-hope-you-are-the-same,  is  now  considered  a  waste  of  ink, 
time,  money,  paper,  and  energy.  It  is  worse  than  worthless,  for  it 
disgusts  the  average  reader  and  makes  him  feel  disinclined  to  read 
further.  It  is  an  impertinence  to  blur  and  bungle  so  precious  a 
power  as  human  thought  with  In-reply-to-your-communication-of- 
April-23-regarding-our-cretonnes,-I-beg-to-be-permitted-to-say-that. 
Here  are  twenty  useless  words  that  must  be  read  before  the  meat  of 
the  matter  is  reached.  The  time  of  the  active  business  man  is  too 
valuable  to  be  trifled  with  in  this  way. 

The  following  list  contains  a  number  of  useless,  hackneyed  ex- 
pressions that  were  common  to  business  letter  writing  in  the  goose- 
quill  period.  Perhaps  you  will  find  some  of  them  used  in  business 
letters  today.  But  the  best  twentieth  century  letter  writer  does  not 
employ  them,  for  they  make  letters  sound* machine-like,  as  if  all  were 
cut  to  one  pattern ;  they  therefore  deprive  letters  of  individuality  and 
personal  flavor;  they  clog  the  message,  blur  the  meaning,  confuse 
the  construction.     Do  not  use  them  in  your  own  letters: 

along  these  lines 

iand  oblige 

as  per 

as  the  case  may  be 

as  to  your  proposition 

assuming  this  will  meet  with  your  entire  approval 

assuring  you  of  our  best  attention 

attached  hereto 

at  an  early  date 

at  the  earliest  possible  moment 

at  the  present  writing 

awaiting  your  further  orders 


150  THE   ENGLISH   OF   COMMERCE 

beg  to  inform  or  advise  you 

beg  to  remain 

contents  duly  noted 

earliest  convenience 

enclosed  herewith 

enclosed  please  find 

esteemed  favor 

has  come  to  hand 

hoping  this  meets  with  your  entire  approval 

hoping  to  receive 

however  that  may  be 

I  take  pleasure  in  informing  you 

in  accordance  with 

in  compliance  with  your  request 

in  regard  to 

in  reply  would  say 

in  so  far  as 

in  the  month  of  June 

look  into  the  matter 

no  unforeseen  circumstances  preventing 

permit  me  to  say 

permit  us  to  advise 

pleased  to  inform  you 

pursuant  to  yours  of  recent  date 

referring  to  the  matter 

regarding  your  communication  of 

regretting  the  oversight  and  the  inconvenience  thus  entailed 

replying  to  your  favor 

same  shall  receive  our  prompt  attention 

through  an  inadvertence  on  the  part  of  our  mail  department 

trusting  this  will  be  satisfactory 

under  other  cover 

unforeseen  circumstances  forbid  or  prevent 

we  are  pleased  to  inform  you 

we  exceedingly  regret 

we  take  pleasure  in  handing  or  sending  you  herewith 

we  would  advise 

we  are,  in  your  obedient  and  humble  service 

we  beg  to  remain 

yours  of  recent  date  at  hand 


THE   BUSINESS  LETTER 
Here  is  probably  the  worst  letter  that  was  ever  written; 


151 


Yours  of  the  27th  inst.  at  hand  and  contents  duly- 
noted.  In  reply  would  say  same  shall  receive  our 
best  attention  at  earliest  possible  moment.  We 
take  pleasure  in  handing  you  herewith  our  latest 
investment  listings,  attached  hereto,  as  per  your 
request.  Through  an  oversight  on  the  part  of  our 
mailing  clerk,  the  statement  sent  in  compliance  with 
your  esteemed  favor  of  the  12th  ult.  was  wrongly 
addressed  and  has  accordingly  been  returned  to  us. 
Regret  the  delay  thus  caused  but  beg  to  be  permitted 
to  say  that  we  take  pleasure  in  enclosing  duplicate 
herewith.  At  present  writing  we  are  unable  to 
quote  on  Siberian  securities,  owing  to  unforeseen 
circumstances  arising  in  connection  with  shipping, 
but  beg  to  inform  you  that  in  so  far  as  we  are  able 
to  foresee,  the  old  prices  will  prevail  during  the 
coming  season.  Whatever  the  case  may  be,  we  are 
pleased  to  advise  you  that  quotation  shall  go  for- 
ward to  your  address  immediately  on  receipt  of  same 
at  our  office.  Hoping  this  communication  may 
prove  satisfactory  in  every  respect,  assuring  you 
of  our  best  attention  at  all  times,  and  awaiting 
your  further  commands,  beg  to  remain, 


Here  is  the  same  letter  written  according  to  twentieth  century- 
standards  : 


Thank  you. 

We  enclose  our  latest  list  of  investment  securities. 
The   November   statement    is   also   enclosed.     We 
regret    that    this    has    been    delayed    in    reaching 
you. 

The  status  of  the  Siberian  securities  will  probably 
remain  the  same.  Just  as  soon  as  we  receive  definite 
information  at  this  office,  we  shall  write  you. 
We  think  you  may  be  interested  in  a  booklet  ex- 
plaining our  South  American  activities.  It  has 
just  come  from  the  press  and  we  are  sending  you 
a  copy. 


152  THE  ENGLISH   OF   COMMERCE 

This  second  letter  is  much  clearer,  much  more  concise,  than  the 
former  one.  The  omission  of  the  hackneyed  expressions  has  brought 
it  out  of  the  dark  and  the  fog.  The  second  reply  is,  moreover,  a 
reply  plus.  It  has  in  it  an  ingratiating  you-tone.  It  has  a  human, 
personal  attitude.  The  last  paragraph  is  a  gratuity,  a  "something 
in  addition,"  an  unasked-for  and  unexpected  courtesy,  that  makes 
of  the  letter  an  excellent  business  builder,  as  well  as  a  definite  and 
straightforward  reply  to  certain  questions  that  were  evidently  con- 
tained in  the  one  in  answer  to  which  it  is  written. 

The  present  day  business  letter  must  absorb  and  reflect  the  con- 
structive spirit  of  the  time.  It  must  go  and  get  and  grip.  It  must 
not  be  a  mere  bill  or  receipt,  query  or  answer,  complaint  or  adjust- 
ment. It  must  not  present  facts  merely.  It  must  build,  and  to  do 
this  efficiently,  it  must  eliminate  every  single  word  and  syllable  and 
punctuation  mark  that  fall  short  of  the  point.  More,  it  must  radiate 
very  definitely  these  five  requisites  on  the  part  of  the  writer — Knowl- 
edge of  his  subject,  Belief  in  its  purpose.  Ambition  for  its  success, 
Enthusiasm  for  the  men  behind  it,  Consideration  for  the  men  before 
it — the  men  to  whom  he  writes. 

Tailors  no  longer  merely  make  suits;  they  build  garments.  Mil- 
liners are  not  satisfied  today  merely  to  trim  hats ;  they  produce  crea- 
tions. Artists  do  not  paint  canvas;  they  imbue  it  with  life.  Manu- 
facturers do  not  turn  out  this  or  that  article ;  they  achieve  brands  and 
perfect  models.  And  the  genuine  letter  writer  is  no  longer  content 
merely  to  write  or  answer  a  letter.  If  he  were,  he  would  be  only  a 
clerical  mechanic  in  a  blind  alley  job,  a  slot  machine  sulker,  an 
automaton.  No,  the  genuine  letter  writer  regards  every  letter  he 
writes  as  an  opportunity  to  establish  a  reputable  relation  and  a  reli- 
able record  among  individuals  or  concerns.  He  seizes  it  as  his  lucky 
chance  to  build  business  and  construct  confidence.  He  never  regards 
himself  as  a  routine  handler  of  correspondence.  (The  postman  and 
the  mail  clerk  are  the  only  ones  who  handle  correspondence.)  But 
he  plumes  himself  upon  being  a  creator  of  good  business  fellowship. 

Incidentally,  almost  a  million  letters  go  out  of  New  York  City  on 
the  afternoon  of  every  business  day.  A  small  army  of  men  and 
women  is  hired  by  the  government  to  handle  this  tremendous  letter 
output.     Uncle  Sam  spends  about  ^100,000,000  a  year  simply  for 


THE   BUSINESS  LETTER 


153 


the  delivery  of  his  mail.  Other  considerations  aside,  now,  is  it  fair, 
do  you  think,  to  ask  him  to  spend  one  cent  of  this  money  or  one 
iota  of  the  time  and  strength  of  this  mail  militia  on  such  useless, 
meaningless,  nonsensical  phraseology  as  yours-of-25th-inst.-at-hand- 
and-in-reply-would-say  ? 

SECTION  16 
Parts. — The  parts  of  a  business  letter  are  seven  in  number: 


1.  Heading 

2.  Inside  Address 

3.  Salutation 

4.  Body 


5.  Complimentary 

Closing 

6.  Signature 


7.  Data 


130  State  Street, 
Chicago,  Illinois, 
April  20,  1920. 
Mr.  Thomas  Smith, 
120  Broadway, 
New  York  City. 

My  dear  Mr.  Smith: 

Thank  you  for  offering  to  meet  us  on  our  arrival  in 
New  York  City. 

We  shall  reach  the  Grand  Central  Station  Sunday 
evening  at  eight  o'clock. 

There  will  be  three  in  our  party  in  addition  to 
myself — a  secretary,  a  stenographer,  and  a  man  who 
is  on  his  way  to  Europe  in  the  interests  of  the  firm. 

Very  truly  yours, 


AJ/CRO 


Abner  Jones 


The  HEADING  is  usually  placed  in  the  upper  right-hand  corner  of 
the  letter.  On  business  stationery  the  date  only  is  written  in  by 
hand  or  by  type,  the  exact  address  of  the  firm  by  which  the  letter  is 
sent  being  printed  above.  Sometimes  a  date  line  is  supplied  in  the 
printed  heading,  as. 


130  State  Street,  Chicago, 19 . 


154  THE  ENGLISH   OF   COMMERCE 

More  commonly  this  date  line  is  omitted,  and  the  date  typed  in  by 
the  typist  in  some  form  such  as  the  following: 


April  20,  1920 

20  April,  1922 

April  Twentieth 
1924 

APRIL 

Twentieth 
N  i  neteen 
Twenty 

April    Twentieth 
Nineteen  Twenty 

1920 
April  26 

Study  the  letterheads  on  the  following  page. 

Written  by  hand  the  heading  may  be  varied  in  many  ways: 

130  State  Street  130  State  Street 

Chicago,  Illinois  Chicago 

April  20,  1920  April  20,    1920 

130  State  Street,  Chicago  130  State  Street, 

April  20,  1920  Chicago,  Illinois, 

April  20,  1920. 

April  20,  1920  130  State  Street,  Chicago 

130  State  Street,  Chicago  April  20,  1920 

The  INSIDE  ADDRESS  consists  of  the  name  and  address  of  the 
firm  or  person  written  to  and  should  be  placed  a  line  or  two  below 
the  heading  on  the  left  side  of  the  paper.  It  may  be  varied  in  form, 
much  as  the  heading  is: 

Mr.  Thomas  Smith  Mr.  Thomas  Smith 

120  Broadway  120  Broadway,  New  York  City 

New  York  City 

The  Second  Vice-President  Secretary  of  the  Senior  Class 

Commercial  Advertiser  Association      Theodore  Roosevelt  High  School 
Globe  Square,  New  York  City  New  York  City,  New  York 

In  official  letters,  in  informal  business  letters,  and  in  friendly  let- 
ters, the  inside  address  is  sometimes  placed  a  line  or  two  below  the 
signature  on  the  left  side  of  the  paper. 

The  word  Miss  is  used  in  addressing  a  single  woman  and  the 
abbreviation  Mrs.  in  addressing  a  married  one.     In  addressing  more 


A  few  business  letterheads  showing  some  interesting  variations 


CHARLES  SCRIBNER  S  SONS  ^^-i^^< 

PUBLISHERS -IMPORTERS  •**'St!S^"**' 


EDUCATIONAL  DEPARTMENT 

TEXT-BOOKS  FOR  SCH0015  AND  COOEQES 


FEOCIULSmCET 
BOSTON. 


The  B.F.  Goodrich  Rubber  CoMPS^f^ 

Rubber  ^^S  Goods 

OF  EVERY  oescRirtioN 

Akrok.Ohio 


MTABLISMCO    ie4e 

DRY  GOODS  ECOT^OMIST 

aai  "WEST  THIRTY-^INTH  STBEEX 
NEW  YORK. 


KtAte  ntrtn  voun  ntPLf 


TNC  KKTIONI^IL  CKSH  RCOISTCK  COMPANY 


JOHNH  rATTIRSON. 


ADVERTISING  DEPARTMENT  DaYTON.OhIO 


P  W  WOOLWORTM.nuroitrr  CAaLC  AOORIM  "CMONICON"  N(W  YORK  J.  p.  NUTTINO. 

r.u.Ktnny.  vic«  pnwiotHT  h.t.par»on. 

IP  CHARLTON.         viei  pmMIOlHT  C.  P  VALKNTlNf.  I 

e   •.  WOOLWORTM.  VIC(  «H»IO««  C.  W.  OASOUC 


F.  W.  WOOLWORTH   CO. 


lUHOPCAN  aRANCMn 
WOOLWORTH  ■LOONIWYORK.NV.  LONDON.  KNOLANO. 

BRANCH  oFPicts  WOQLWORTH     BUILDING  pari*,  prancc. 

MANHATTAN.  NV.CITY     ■0«TON.  MA»«.  CALAI*.  PRANCI. 

WILKt«-»ARRt  PA.  ATLANTA.  OA  NEW    VORK 


MINNEAPOLIS.  MINN         ST.  LOU:S.  MO. 

OALLAS.T«.    ^^^^^^^SAN«ANC,«:O.C*U  BX  EC  UT  I  V  B    OF F  IC  K  R»P,R,NCEP,LP         .TFTf-4- 


Guaranty  Trust  Company  of  New  York 

140  Broadway 


Capital  «  25,000.000      Surplus  <  2S.OOO.000.  London  Office 

nfthA».nu»  and  *»<S»  m.„i,„.,  r^ i  i> <i„,.-,  32 Lombard S_lr.»t.l 


Fifm  Avenue  Office 

Mamber  of  rcdersj  Reserve  Syetera 


Cable  Address  Tidelltas' 

IVie  Office 


NewYoik. 


The  Outlook  Company 

Three-Elgtity-One  Fourth  Avenue 
NEWYORlC 


^vuuirrg  WAV 

AMBERG  FILE  &  INDEX  CO. 

csTAsusHco  isae 

AMBER6  VERTICAL  IN0EXIN6 
CORRESPONDENCE  AND   RECORD  FILING  DEVICES 

WOOO  ANfkSTCCI. 

9    AND   ei    DUANE     ST. 

NE:W  YORK 


155 


156  THE   ENGLISH  OF  COMMERCE 

than  one  woman,  Misses,  for  single  women,  and  Mesdames,  for 
married  women,  may  be  used.  In  addressing  more  than  one  single 
woman  the  word  Miss  may  be  used  with  the  plural  form  of  the 
name,  provided  that  plural  is  formed  easily.  The  word  The  is  some- 
times used  before  titles  of  address  referring  to  more  than  one. 

The  abbreviation  Mr.  is  used  before  a  man's  name  in  addressing 
him,  or  Esq.  after  it.  The  latter  is  seldom  used  in  domestic  cor- 
respondence. Both  should  never  be  used  with  the  same  name. 
Messrs.,  the  abbreviation  of  Messieurs,  is  used  in  addressing  more  than 
one  man.  This  form  of  address  is  gradually  going  out  of  use  in 
business  correspondence,  but  it  is  commonly  used  in  addressing 
lawyers. 

Miss  Therese  Harvey- 
Misses  Gladys  and  Dorothy  O'Neill 

The  Misses  O'Neill 

The  Miss  O'Neills 

Mrs.  James  P.  Robinson 

Mr.  Frank  O.  Payne 

Messrs.  Haffner  and  Seabury 

Arthur  R.  Wilson,  Esq. 

The  Messrs.  Hayward  and  Lucey 

These  forms  apply,  however,  only  in  addressing  individuals. 
They  should  not  be  used  before  the  names  of  companies  or  incorpo- 
rated bodies. 

The  abbreviations  Dr.  and  Prof,  are  used  only  with  full  names. 
When  the  last  name  is  used  alone,  the  word  Doctor  and  the  word  Pro- 
fessor should  be  written  out.  Reverend  and  Honorable,  abbreviated  Rev. 
and  Hon.,  are  sometimes,  though  rarely,  preceded  by  The,  and  the 
former  may  be  followed  by  Mr.  The  word  Honorable,  or  its  abbre- 
viation, is  used  in  addressing  prominent  citizens,  members  of  munici- 
pal and  legislative  bodies,  foreign  diplomats,  and  others  of  similar 
station.  Senators  are  usually  addressed  Senator,  however.  In 
writing  strictly  formal  and  official  letters,  it  may  be  well  to  observe 
the  following  forms  of  address: 

The  President 

His  Excellency  the  Governor 

His  Honor  the  Mayor 

The  Most  Reverend  Archbishop  Patrick  J.  Hayes 


THE   BUSINESS  LETTER 


157 


Dean  Somers 
Dr.  Horace  Routledge 
Doctor  Routledge 
Professor  Cummings 
Prof.  James  Cummings 
Reverend  G.  Campbell  Morgan 
The  Reverend  Ross  Stevenson 
The  Reverend  Mr.  Stevenson 
Hon.  Robert  M.  Lansing 
The  Honorable  Lloyd  George 
Father  Cahill 

The  heading  and  the  inside  address  of  a  letter  may  or  may  not  be 
punctuated  at  the  ends  of  Hues.  If  punctuation  is  not  used,  these 
parts  are  said  to  be  written  with  open  punctuation;  if  it  is  used, 
with  CLOSED  punctuation.  It  has  become  customary  to  employ  open 
punctuation  when  the  vertical  margin  is  used,  and  closed  when  the 
diagonal  margin  is  used. 


Mr.  James  Ferguson, 
128  Chestnut  Street, 
Philadelphia,  Pa. 

139  West  Tenth  Street, 
New  York  City, 
May  10,  1925. 

Mr.  James  Ferguson 
128  Chestnut  Street 
Philadelphia,  Pa. 


139  West  Tenth  Street 
New  York  City 
May  10,  1923 


Abbreviations  must  always  be  punctuated,  whether  the  punctua- 
tion be  open  or  closed.     And  in  open  punctuation  the  comma  must 


158  THE   ENGLISH   OF   COMMERCE 

be  used  to  separate  the  date  of  the  month  from  that  of  the  year,  or 
the  name  of  a  city  from  that  of  the  state,  if  both  occur  on  the  same 
line.  The  vertical  margin  is  called  the  block  system.  .If  one  part 
in  a  letter  is  blocked,  all  should  be.  If  your  written  heading  consists 
of  three  lines,  the  balance  and  harmony  of  the  letter  picture  will  be 
helped  if  you  write  the  inside  address  in  three  lines  also.  Be  con- 
sistent in  the  punctuation  and  formation  of  your  letter  parts.  Other- 
wise you  may  be  justly  accused  of  carelessness. 

The  SALUTATION  should  be  written  a  line  or  two  below  the  inside 
address  and  should  start  at  the  left-hand  margin.  It  should  be  fol- 
lowed by  the  colon.  If  the  first  sentence  of  a  letter  begins  on  the 
same  line  as  the  salutation,  the  colon  and  dash  should  be  used  after 
the  salutation.  The  comma  and  the  comma  with  the  dash  are  less 
correctly  used  after  the  salutation  in  a  business  letter.  The  semi- 
colon should  never  be  used. 

The  following  are  suitable  forms  of  salutation  in  business  letters: 

Sir:  My  dear  Sirs: 

Sirs:  Gentlemen: 

Dear  Sir:  Dear  Madam: 

Dear  Sirs:  My  dear  Madam: 

My  dear  Sir:  Ladies: 

Dear  Mr. :  Mesdames: 

Gentlemen  is  probably  the  preferable  form  of  salutation  in  the 
ordinary  business  letter.  Sir  and  ^^V^  are  more  formal  and  belong 
particularly  to  official  letters.  My  dear  Mr.  Fields  or  Dear  Mr. 
Williams  are  permissible;  they  usually  indicate  previous  acquaint- 
ance or  dealings,  however.  Madam  is  used  for  either  a  married  or 
an  unmarried  woman.  The  word  dear  may  or  may  not  be  capital- 
ized when  it  is  the  second  word  in  the  salutation. 

Even  though  the  name  of  a  firm  may  be  that  of  an  individual,  it 
IS  proper  to  use  a  plural  salutation : 

John  Wanamaker 

Twelfth  and  Market  Streets 

Philadelphia 

Gentlemen: 


THE   BUSINESS  LETTER  I59 

In  formal  and  official  letters  the  salutation  may  be 

Sir: 

Honorable  Sir: 
Reverend  Sir: 
Your  Excellency: 

The  BODY  of  a  letter  may  begin  at  any  one  of  the  points  indicated 
by  the  diagrams  on  page  168.  According  to  most  common  usage  it  is 
begun  a  line  below  the  salutation,  immediately  following  it.  The 
paragraphs  should  be  short,  and  they  should  be  separated  by  a  some- 
what wider  spacing  than  that  made  between  lines. 

The  material  contained  in  the  body  of  a  letter  should  show  by  its 
arrangement  that  it  has  been  carefully  considered  and  planned. 
Apart  from  the  letter  forms,  it  constitutes  in  itself  a  little  composi- 
tion, in  which  purpose,  point,  and  plan  should  be  thought  out  con- 
sistently. Imagination  should  be  brought  to  bear  in  certain  types  of 
letters,  and  the  reader's  interest  should  be  striven  for,  whatever  the 
kind  of  letter  you  are  writing. 

When  necessary  to  include  addresses,  long  order  lists,  or  similar 
material  in  the  body  of  a  letter,  it  is  safer  to  write  them  in  tabular 
form  than  to  run  them  in  line  by  line,  uniform  with  the  ruling  of  the 
letter.  Such  an  arrangement  makes  the  letter  content  more  easily 
understood  by  playing  up  the  special  information  for  ready  refer- 
ence (see  page  185). 

If  it  is  essential  to  deal  with  more  than  one  kind  of  business  in 
the  body  of  a  letter,  the  different  items  should  be  clearly  set  off  one 
from  another,  and  numbered.  It  is  preferable  to  write  two  letters, 
even  to  the  same  firm  on  the  same  date,  in  case  two  different  matters 
are  discussed.  One  letter  may  go  to  one  department,  one  to  another. 
This  facilitates  handling,  for  the  firm  addressed,  and  prevents  delays 
that  would  surely  follow  were  two  or  more  departments  obliged  to 
handle  the  same  letter. 

The  COMPLIMENTARY  CLOSING  should  be  placed  a  line  or  two 
below  the  last  line  of  the  body  of  the  letter  and  it  should  stand  alone. 
The  diagrams  on  page  168  indicate  the  various  positions  in  which  it 
may  stand.     The  first  word  of  the  complimentary  closing  should 


l60  THE   ENGLISH   OF   COMMERCE 

always  be  capitalized,  but  no  other  word  in  it  should  be.  A  comma 
should  always  be  used  after  the  complimentary  closing.*  The  follow- 
ing are  good  forms  for  the  complimentary  closing,  the  first  two  being 
most  commonly  used  in  business  letters: 

Very  truly  yours,  Yours  sincerely. 

Yours  very  truly,  Respectfully  yours, 

Truly  yours.  Yours  respectfully, 

Yours  truly,  Cordially  yours. 

Sincerely  yours,  Yours  cordially. 

Respectfully,  Yours  respectfully,  and  Very  respectfully,  are  chiefly 
used  only  in  formal  and  official  letters. 

The  SIGNATURE  should  be  placed  on  a  line  below  the  complimen- 
tary closing.  Inasmuch  as  a  signature  bears  the  stamp  of  person- 
ality or  individuality,  it  cannot  be  held  to  strict  rule  as  to  placement. 
It  may  or  may  not  stand  in  alignment  with  the  rest  of  the  letter  pic- 
ture. (Observe  the  signatures  reproduced  on  the  following  page.) 
It  is  not  necessary  to  follow  the  signature  with  the  period  and  it 
should  not  be  preceded  with  titles  or  followed  with  degrees.  The 
typist  should,  however,  write  in  the  name  of  the  official  position  held 
by  the  writer  of  the  letter,  as  Manager,  Secretary,  Cashier,  or  she 
may  write  the  name  of  the  firm  and  follow  this  by  the  name  of  the 
one  who  dictated  the  letter.  In  the  latter  case  the  signature  may 
be  preceded  by  Per  or  By  or  Pro  or  p.  p.  In  view  of  the  fact  that 
signatures  are  frequently  illegible,  it  is  becoming  customary  to  type 
the  name  of  the  one  whose  signature  follows  the  complimentary  clos- 
ing. This  typewritten  name  is  usually  placed  two  or  three  lines 
below  the  complimentary  closing.  The  signature  of  a  woman  should 
be  preceded  by  Miss  or  Mrs.,  placed  in  parenthesis;  or  this  may  be 
placed  in  parenthesis  below  the  signature: 

(Miss)  Sara  A.  Taintor  Irma  R.  Carroll 

(Mrs.  T.  B.) 

By  SPECIAL  DATA  is  meant  the  inclusion  in  a  business  letter  of 

*  Business  houses  are  increasingly  using  the  blocked  paragraphing  (page  io8)  in  their  letters, 
and  omitting  the  punctuation  after  the  salutation  and  the  complimentary  closing. 


A  few  business  letter  conclusions  ^^ taken  from  life'^ 


Very  truly  yours, 
BIDDLE-GAUUER  COMPANY 


O^.-U/llJ'CUM. 


President. 


RB/OH 


LWJ/671 


Yours  sincerely, 
THE  AMERICASI^JBLTIGRIPH  SALES  COMPAIIY, 

Genera]/j6ales  Manager. 


Verj  truly  yoxursr 

.  B,   ALTUAH  A  CO . 


Very  truly  yours, 
AUTOMATIC  TICKET  SELLING  &  CASH  REGISTER  COMPART 


4^<J.A 


D/1 


bl/pb 


RKPage-HVB 


Sales  Department 


Toure  Tery  truly, 

AQtoStrop  Safety  Bazor  Company 


/  t^yw  *'*-'^ 


Sales  Manager 


Advertlalns  U&na^r 
i)DRESSOGRAPH  COlfefclY. 


Yours  very  truly, 

UASOH  &  KAULIN  CO- 

/J'    '  Ibnager. 


Very  truly  yours, 
WALTSR  BAKER  &  CO.,  Lifted, 
Per^/?./d^'«^ 


^fe^^--^ 


i6i 


1 62  THE  ENGLISH  OF   COMMERCE 

certain  marks  or  signs  or  statements  that  serve  as  further  reference 
or  as  safeguards  against  delay  or  error  in  the  sequence  of  correspon- 
dence. The  lower  left-hand  corner  of  a  letter  is  used  for  noting  the 
initials  of  the  dictator  and  the  typist.  Thus,  if  James  Brown  dictates 
a  letter  to  Mary  Regan,  the  following  may  appear  at  this  place: 

JB/MR  or  JB/R  or  B/R 

Perhaps  the  typists  in  a  concern  may  be  known  by  number,  in  which 
case  the  following  may  be  used: 

JB/14  or  JB14  or  BXXXX14 

The  usage  varies,  but  the  purpose  is  the  same.     In  case  error  is  to^ 
be  traced,  these  initials  serve  as  a  key  to  those  responsible.     En- 
closures may  also  be  indicated  at  this  place  in  a  letter,  as  well  as 
any  other  memoranda  that  call  for  special  notation: 

End.  Catalog  enclosed 

(Enclosures)  Catalog  separate 

Check-$25.  End.  Dictated  but  not  signed 

The  last  item  means  that  the  one  who  dictated  a  letter  was  absent  or 
engaged  when  the  letter  was  ready  for  his  signature,  and  that  his 
secretary  signed  for  him  or  used  his  stamp.  It  is  not  a  recommended 
form  of  procedure  in  letter  writing,  but  emergencies  may  justify  its 
use  on  rare  occasions. 

One  other  item  that  may  be  placed  at  the  end  of  a  letter,  below 
the  signature  and  the  special  data,  is  the  postscript.  This  should 
not  be  used  for  the  purpose  of  tacking  on  something  that  properly 
belongs  in  the  body  of  the  letter  and  has  been  forgotten.  But  in  a 
sales  letter  the  postscript  may  be  deliberately  used  to  good  effect  in 
order  to  suggest  or  attract  or  appeal  in  an  unusual  way.  (See 
section  22.) 

All  of  the  data  placed  at  the  end  of  a  letter  are  used  principally 
for  the  convenience  of  the  writer.  Certain  other  data  may  be  used 
at  the  beginning  of  a  letter  for  the  convenience  of  those  by  whom 


THE   BUSINESS  LETTER 


163 


the  letter  is  received.     A  special  department  or  a  particular  individ- 
ual may  be  indicated  in  the  inside  address,  or  following  the  salutation: 


Lord  &  Taylor 

Fifth  Ave.  &  38  Street 

New  York  City 

Dear  Sirs: 


Att.  Mr.  Peabody 


Gimbel  Brothers 
Adjustment  Dept. 
Sixth  Ave.  at  33  Street 
New  York  City 

Gentlemen: 


Strawbridge  &  Clothier 
Eighth  and  Market  Streets 
Philadelphia 

Gentlemen: 


Re  order  1385 


References  may  be  made  to  some  serial  number  or  letter  that  links 
one  letter  with  another  in  a  sequence.  At  the  extreme  top  of  a  let- 
terhead, or  elsewhere  before  the  body,  some  such  note  as  this  may 
be  carried: 

In  your  reply  please  refer  to  Dept.  3H 


File  No.  281,  series  B 
or 


Your  reference 
Our    reference 


1 64  THE   ENGLISH   OF   COMMERCE 

A  running  heading  may  be  carried  on  stationery  for  letters  of  more 
than  one  page  in  length,  as, 

To Subject   Date Page  J 

Observe  the  various  types  of  data  In  the  letters  reproduced  through- 
out this  chapter. 

Cautions.^Do  not  use  the  abbreviations  ult.,  prox.,  inst.  in 
your  letters.  It  Is  better  to  use  the  exact  name  of  the  month  in 
referring  to  dates,  as. 


not 


Your  letter  of  March  15 
Yours  of  the  15  ult. 


Do  not  use  th,  rd,  st,  d,  nd  after  figures;  do  not  use  #  or  No. 
before  them.  A  figure  or  number  stands  out  more  clearly  used 
alone.     These  abbreviations  tend  to  blur,  and  are  useless. 

Do  not  put  the  date  between  the  lines  indicating  places,  if  the 
heading  consists  of  three  lines,  as, 

130  State  Street 

April  20,  1920 

Chicago  j 

Such  an  arrangement  is  Incoherent.  It  Is  well  also  to  avoid  putting 
date  and  place  on  the  same  line  in  the  heading,  except  where  the 
letterhead  provides  a  line  for  the  purpose. 

Do  not  use  figures  exclusively  In  dating  a  letter.  In  a  note, 
passed  from  one  desk  to  another  In  a  business  office,  4/20/'20  is  per- 
missible, but  not  In  a  letter. 

Do  not  place  two  numbers,  referring  to  different  things,  next  to 
each  other  In  an  address: 

130  Fifth  Avenue 
not 

130  5  Avenue 

It  is  even  unsafe  to  separate  the  number  of  the  house  and  name  of 
the  street  by  a  dash  in  such  addresses  as  this. 


THE   BUSINESS   LETTER  165 

The  names  of  two  streets  in  an  address  may  be  separated  by  and 
or  6f  or  —  or  at: 

— Fifth  Avenue  and  34  Street 
— Broadway  at  9  Street 
— Madison  &  Wabash  Avenues 
— 6  Avenue — ^42  Street 

It  is  sometimes  ruled  that  the  name  of  the  street  running  north 
and  south  shall  be  placed  first  in  such  addresses. 

Do  not  use  Mr.  or  Messrs.  before  a  firm  name.  Address  a  firm 
exactly  as  its  name  is  written  in  its  letterheads.  The  word  The  is 
sometimes  a  part  of  a  firm  name: 

James  McCreery  &  Co. 


The  vEolian  Company 


Saks  and  Company 


Not  Mr.  James  McCreery  &  Co. 


Not  Messrs.  The  .^Eolian  Company 


Not  Messrs.  Saks  and  Company 


Do  not  use  two  or  more  titles  with  a  name — one  before  it  and 
another  after  it — when  the  titles  indicate  the  same  status.  It  is  per- 
missible, however,  to  precede  the  name  with  Mr.  or  Dr.  or  Prof.^ 
etc.,  and  to  follow  it  with  a  word  or  words  indicating  some  special 
office,  as, 

Dr.  John  E.  Brown,  Secretary 
Mr.  Thomas  B.  Williams,  President 

Except  in  the  case  of  addressing  the  clergy  two  titles  should  not  be 
used  preceding  a  name.     Dr.  Prof.  John  B.  Brown  is  wrong.     Dr. 


1 66  THE  ENGLISH  OF  COMMERCE 

John  B.  Brown,  D.D.,  is  wrong.     But  Rt.  Rev.  Clarence  T.  Blane  n 
a  correct  form. 

As  far  as  possible  avoid  using  a  single  initial  before  a  name; 

Mr.  William  Smith 

Not  Mr.  W.  Smith 

Do  not  use  the  following  abbreviated  forms  of  salutation.     Theyl 
are  discourteous: 

Dear  Messrs: 
Dear  Gents: 
Dear  Miss: 
DearS'r: 

Do  not  omit  subjects  to  your  sentences  in  the  body  of  your  letter 
I  received  the  books 
Not  Received  books 

Noi  Books  received 


It  IS  better  not  to  use  the  participial  closing  at  the  end  of  th 
body  of  a  letter.  If  used,  however,  care  should  be  taken  to  avoid 
the  hanging  participial  construction.  There  must  be  a  word  for  the 
participle  to  modify: 

Trusting  this  will  prove  satisfactory,  we  are 

Very  truly  yours, 

Not  Trusting  this  will  prove  satisfactory. 

Very  truly  yours. 

In  the  former,  the  participle  trusting  modifies  we.     In  the  latter  it 
has  nothing  to  modify. 

Do  not  place  a  comma  after  the  words  /  am — /  remain — and 
oblige  when  used  at  the  end  of  the  body  of  a  letter.  It  is  better, 
of  course,  not  to  use  these  stereotyped  conclusions. 


i 


THE  BUSINESS  LETTER  1 67 

Do  not  use  the  following  abbreviated  forms  of  complimentary 
closing.     They  are  discourteous: 

Yrs., 

Yrs.  resp'y, 
Truly  yrs., 

Do  not  confuse  the  words  respectfully  and  respectively.  The 
latter  is  never  used  in  the  complimentary  closing. 

Do  not  use  the  words  in  care  of  or  the  sign  c/o  before  firm  names 
or  department  titles.  These  forms  should  precede  the  names  of 
individuals  only.     The  following  are  correct: 

Mr.  James  Brown 

The  Wheelock  Company 

Trenton,  New  Jersey 


Mrs.  Alice  Walton 
c/o  Mr.  R.  S.  Brower 
Woodside,  Mass. 

Picture. — ^The  first  impression  made  by  a  letter  upon  him  who 
opens  it  is  quite  as  important  as  other  first  impressions.  It  is  well, 
therefore,  to  see  to  it  that  your  letter  presents  a  picture  of  harmony 
and  balance  among  parts.  A  short  letter  should  be  placed  in  the 
middle  of  the  paper,  so  that  about  equal  parts  will  be  allowed  at  top 
and  bottom.  Generous  margins  should  be  left  on  both  sides.  It 
may  be  a  little  difficult  to  arrange  the  right-hand  margin  evenly, 
but  it  can  be  done,  with  a  little  care.  Judge  the  space  to  be  occu- 
pied by  your  letter  before  you  begin  to  write  it,  and  then  place  it  as 
a  perfect  square  or  oblong  or  column  upon  the  paper.  Mark  off 
your  paragraphs  so  that  they  will  stand  out  at  a  glance  and  invite 
a  reading.  The  reading  eye  is  always  impressed  with  three  things 
on  first  seeing  a  letter:  (i)  its  length,  (2)  its  arrangement,  (3)  its 
neatness,  including  penmanship  and  evenness  of  lines.  If  any  one 
of  these  is  disappointing  in  your  letter,  its  message  loses  much,  no 
matter  how  persuasively  it  may  be  phrased. 


1 68  THE  ENGLISH   OF  COMMERCE 

A  few  variations  in  letter  pictures,  in  order  of  popu- 
larity.    Note  others  in  letters  produced  in  this  chapter 


D 


THE  BUSINESS  LETTER  1 69 

PROBLEMS 

1.  In  each  of  the  following  groups  there  are  six  letter  parts.    Capitalize,  punc- 
tuate, and  place  them  correctly: 

— 425  west  end  avenue  new  york  city  may  12  1922 
national  cash  register  company  dayton  ohio 
gentlemen  very  truly  yours  james  h  ferguson 
jrf  er 

— national  cash  register  company  dayton  ohio 
may  16  192 1  mr  james  r  ferguson  425  west  end 
avenue  new  york  city  dear  sir  yours  very  truly 
charles  v  burns  secretary  national  cash  register 
company  cvb  aar 

— 25  euclid  avenue  Cleveland  ohio  June  20  1923 
thompson-starret  company  15  wall  street  new 
york  city  gentlemen  truly  yours  andrew  jones 
aj  tac 

— 10  market  st  francisco  California  June  12  1924 
messrs  black  and  winthrop  18  chestnut  street 
Philadelphia  pa  dear  sirs  sincerely  yours 
arthur  f  travers  aft  bh 

2.  Explain  what  is  wrong  with  the  following  letter;  then  rewrite  it  correctly: 

325  Penn  St 
June  30,  192 1 
Pa. 
Mr.  Arthur  Parsons  Esq. 
4  Elm  Place 
Brooklyn  N.  Y. 

My  dear  sir; 

Yours  of  the  24th  inst.  at  hand  and  contents  noted. 
In  reply  beg  to  say  shipment  was  duly  forwarded 
as  per  request 
Trusting  you  will  receive  o.k. 

Sincerely  yours 

The  Barrows  Company 
Per  A.  Andrews 
AA/15 


I70  THE  ENGLISH  OF  COMMERCE 

3.  Draw  pictures  of  letters  you  would  write  to  business  firms  in  your  commu- 
nity.    Write  in  all  the  parts  but  the  body. 

4.  Draw  pictures  of  letters  the  business  firms  in  your  community  might  write 
to  you.     Secure  letterheads  if  possible,  and  write  in  all  parts  but  the  body. 


SECTION  17 

The  Envelope. — ^The  small  commercial  envelope  is  about  6>^ 
by  3/^  inches;  the  large  one  about  10  by  4^  inches.  The  address 
on  the  envelope  should  be  carefully  written  and  should  correspond 
with  the  inside  address  contained  in  the  letter.  It  should  follow  the 
style  used  in  the  letter  as  to  margin.  What  was  said  regarding  the 
punctuation  and  arrangement  of  the  inside  address  (page  154)  applies 
also  to  the  address  on  the  envelope.  If  the  block  system  is  used  in 
the  letter,  it  should  be  used  also  on  the  envelope.  If  typewritten, 
the  address  may  be  either  singly  or  doubly  spaced.  Double  spacing 
is  preferable,  as  it  is  more  easily  read.  It  is  a  good  plan  to  place 
one  item  only  on  each  line  of  the  envelope  address,  as  follows: 

Name 

Street  address 

City 

State 

It  IS  not  wrong  to  place  the  name  of  the  state  on  the  line  with  the 
name  of  the  city,  but  the  above  arrangement  makes  possible  an 
easier  and  quicker  reading. 

Special  data  required  in  addresses  may  be  placed  in  the  lower 
left-hand  corner  of  the  envelope.  Such  items  as  the  following  are 
usually  so  placed: 

Poste  restante  Att.  Mr.  Ogden 

Please  forward  Dept.  Mk. 

In  care  of  For  A.  C.  L. 

Room  2241  Section  21 F 

The  address  of  the  sender  of  a  letter  may  be  placed  on  the  flap 
of  the  envelope,  but  it  is  more  commonly  placed  in  the  upper  left- 


THE  BUSINESS  LETTER  I71 

hand  corner.  This  insures  the  return  of  the  letter  in  case  the 
addressee  cannot  be  found.  It  should  rarely  consist  of  more  than 
a  few  lines,  and  should  be  in  clear,  legible  type. 

Stamps  should  be  placed  in  the  upper  right-hand  comer,  and 
nowhere  else.  There  should  be  no  liberties  taken  with  the  face  of 
the  envelope  by  way  of  fantastic  drawings  or  advertisements.  The 
main  purpose  of  the  envelope  and  the  address  thereon  is  to  get  the 
letter  as  quickly  as  possible  to  its  destination.  This  can  best  be 
accomplished  by  keeping  the  address  direct,  clear,  dignified,  and 
stripped  of  all  unnecessary  details.  Some  business  houses,  having 
patrons  preferring  to  receive  letters  in  plain  envelopes,  cater  to  this 
desire  by  omitting  even  the  firm  address  from  the  upper  left-hand 
corner. 

The  outlook  or  open  window  envelope  is  one  having  an  in-set  of 
transparent  paper,  through  which  the  inside  address  of  the  letter 
may  be  seen,  the  letter  being  properly  folded  for  this  purpose.  This 
style  of  envelope  has  come  into  more  or  less  general  use  for  the  mail- 
ing of  monthly  bills.  Firms  sending  out  hundreds  of  bills  at  the  end 
of  the  month  thus  save  their  stenographers  the  time  and  trouble  of 
addressing  envelopes. 

Be  sure  to  place  the  exact  amount  of  postage  on  your  letters. 
Nothing  is  more  inconsiderate  than  to  mail  a  letter  with  insufficient 
postage  on  it.  On  the  other  hand,  many  thousands  of  dollars  are 
presented  to  Uncle  Sam  every  year  in  excess  postage,  especially  on 
letters  for  foreign  parts.  It  is  the  business  of  every  letter  writer  to 
keep  acquainted  with  postal  rates  and  legislation.  This  can  easily 
be  done,  for  they  are  issued  in  diaries,  calendars,  leaflets,  and  many 
other  convenient  and  inexpensive  forms.  The  two  cent  stamp  is  all 
that  is  required  for  mail  going  forward  to  Hawaii,  Philippines,  Porto 
Rico,  Cuba,  Mexico,  Canal  Zone,  and  Panama.  Since  the  United 
States  government  has  a  postal  agency  in  Shanghai,  a  two  cent 
stamp  is  all  that  is  required  for  a  letter  going  there,  though  many 
people  use  a  five  cent  stamp  for  this  service. 

The  Fold. — Standard  commercial  stationery  is  about  8>^  by  ii 
inches  in  size.  Used  with  the  small  commercial  envelope,  this  paper 
should  be  folded  up  from  the  bottom  at  slightly  less  than  one  half 


172  THE  ENGLISH  OF  COMMERCE 

Its  length,  so  that  a  portion  of  the  printed  letterhead  may  be  left 
open  to  view.  It  should  be  turned  in  from  both  sides  in  two  vertical 
creases,  the  top  fold  being  left  somewhat  wider  than  the  under  one 
in  order  that  its  edge  may  extend  over  and  afford  a  catch  for  the 
thumb. 

Folded  for  the  large  commercial  envelope,  the  paper  should  be 
turned  up  from  the  bottom  at  slightly  less  than  one  third  its  length 
and  down  from  the  top  at  slightly  more  than  one  third  its  length. 
This  will  leave  an  extended  edge  for  the  thumb  to  catch,  and  will 
also  expose  a  part  of  the  letterhead. 

The  Stationery. — Business  stationery  should  give  evidence  of 
good  taste,  dignity,  and  quality.  Bond  papers  are  the  best.  Pure 
white  papers  with  clear  print  are  the  most  widely  used  by  business 
houses.  Some  firms  adopt  a  colored  paper,  however,  for  the  purpose 
of  giving  distinction  to  their  business  stationery.  Colored  stationery 
is  sometimes  used,  also,  for  the  purpose  of  impressing  certain  classes 
of  people  upon  whom  the  pure  white  stock  would  have  but  slight 
effect.  Colored  stationery  may  again  be  used  to  differentiate  differ- 
ent kinds  of  correspondence  within  a  house  that  conducts  a  large 
mail  business  in  many  different  lines.  But  on  the  whole,  a  pure 
white  stock  is  the  best  stationery  for  all  business  papers.  Whatever 
the  style  of  stationery  used,  the  envelope  should  of  course  match 
it  in  color  and  quality,  and  in  convenience  of  size. 

The  Remittance. — There  are  two  things  to  be  considered  in 
sending  money  by  letter.  In  the  first  place,  it  should  be  sent  in 
such  form  as  to  cause  the  receiver  the  least  possible  effort  in  convert- 
ing it  into  cash.  In  the  second  place,  it  should  be  so  sent  as  to  make 
a  return  receipt  as  nearly  automatic  as  possible.  Putting  actual 
cash  into  an  envelope  is  a  dangerous  procedure,  for  while  the  first  of 
these  considerations  may  be  met  in  this  way,  the  second  is  not,  and 
there  is  no  guarantee  whatever  that  the  letter  will  be  safely  deliv- 
ered. Still,  much  money  is  transmitted  through  the  mail  in  small 
amounts,  by  means  of  the  coin  card,  a  card  having  spaces  into  which 
coins  fit  closely  and  over  which  strips  of  paper  are  conveniently 
pasted.     This  method  of  remittance  is  not  to  be  recommended,  how- 


THE  BUSINESS  LETTER  1 73 

ever.  Letters  containing  coin  are  frequently  delayed  as  the  result 
of  their  being  overweight. 

The  best  method  of  enclosing  stamps  is  by  means  of  oiled  paper. 
Wrapped  in  this,  they  will  not  become  moist  and  stick  to  the  sta- 
tionery. Stamps  are  often  enclosed  by  means  of  pasting  one  corner 
slightly  to  the  stationery  or  by  pasting  the  selvage  edge  to  it.  They 
should  never  be  enclosed  loosely,  for  they  are  likely  to  drop  out  and 
be  lo^t  or  cause  annoyance  when  the  letter  is  opened. 

Money  may  be  sent  through  the  post  office  by  means  of  registered 
letter  or  by  money  order.  The  former  may  cause  the  receiver  some 
inconvenience,  for  he  may  be  obliged  to  go  to  the  post  office  person- 
ally or  await  the  delivery  of  the  registered  matter  after  the  formality 
of  notification  has  been  completed.  The  sender,  however,  may  have 
a  return  receipt  bearing  the  receiver's  signature,  by  requesting  such 
receipt  at  the  time  of  registering  a  letter  or  a  parcel.  The  money 
order  affords  no  such  receipt,  but  for  small  amounts — up  to  twenty- 
five  dollars — it  is  probably  the  most  convenient  form  of  remittance. 

Money  may  be  sent  by  means  of  check,  and  this  is  probably  the 
most  commonly  used  form  of  remittance  between  individuals  or  con- 
cerns that  have  had  satisfactory  business  relations  for  some  time 
and  are  known  to  one  another.  In  large  cities  a  slight  charge  is 
made  for  cashing  and  collecting  money  sent  through  a  bank.  Not 
to  include  this  charge  in  the  amount  called  for  by  a  remitted  check 
is  as  discourteous  as  to  send  out  a  letter  bearing  insufficient  postage. 
In  case  a  check  is  sent  in  payment  by  one  person  not  known 
to  another,  or  by  a  person  whose  credit  is  in  doubt,  it  may  be  certi- 
fied. This  means  that  some  official  of  the  bank  on  which  it  is  drawn 
writes  the  word  good  or  certified  across  its  face,  thus  vouching  for 
the  signature  and  the  credit  of  the  sender. 

Money  may  also  be  remitted  in  letters  by  means  of  the  hank  draft. 
This  makes  money  payable  to  the  one  due  over  the  signature  of  the 
cashier  of  the  bank  on  which  it  is  drawn.  The  remitter  endorses  it 
to  the  payee,  and  he  in  turn  endorses  it  when  he  cashes  it  at  his  own 
bank.  Like  a  check,  it  is  then  returned  to  the  remitter  as  a  voucher 
or  receipt.  The  draft  is  used  chiefly  in  sending  money  of  consider- 
able amounts  from  one  country  to  another.  It  is  made  out  in  tripli- 
cate, as  a  rule,  as  a  safeguard  against  loss. 


174  THE  ENGLISH   OF   COMMERCE 

The  large  express  companies  issue  a  money  order  form  by  means 
of  which  remittance  may  be  conveniently  made.  It  is  similar  to  a 
check  in  many  respects.  On  its  face  it  bears  the  name  of  the  remitter 
of  the  payment  and  the  amount  remitted,  and  it  is  countersigned 
by  the  agent  of  the  company  at  the  point  of  issue.  The  receiver 
endorses  it.  The  express  money  order  does  not  return  to  the  remitter 
after  payment,  but  reverts  to  the  company,  where  it  is  filed  accord- 
ing to  serial  number. 

The  Daily  Mail. — It  is  obvious  that  large  concerns,  receiving 
and  mailing  hundreds  of  letters  daily,  must  have  some  systematic 
method  of  handling  their  mail  matter.  All  of  this  work  may  be 
placed  in  charge  of  a  chief  of  correspondence,  who  will  have  a  large 
corps  of  assistants.  His  department  will  see  to  it  that  the  incoming 
morning  mail  is  carefully  opened  and  assorted.  A  machine  may  be 
used  for  opening  letters.  The  properly  folded  letter  will  enable  the 
opener  to  unfold  it  easily  and  see  at  a  glance  the  heading,  the  date, 
and  the  department  for  which  it  is  intended.  Envelopes  should 
not  be  torn  apart  but  should  be  so  opened  that  there  will  be  a  direct 
slit  along  one  edge.  It  is  sometimes  desirable  to  save  the  envelope 
in  which  a  letter  is  received,  as  in  the  case  of  delay  or  disputed  enclo- 
sures or  the  like.  Enclosures  should  be  securely  clipped  to  the  letter 
which  they  accompany.  In  some  large  business  offices  letters  are 
stamped  with  the  time  of  receipt  and  a  brief  record  may  be  kept  of 
this  along  with  a  summary  of  contents.  Details  for  a  reply  may 
also  be  jotted  down  in  a  book  or  on  cards  kept  for  the  pur- 
pose. When  letters  are  assorted  by  departments,  and  placed  in  the 
offices  of  department  heads,  correspondence  that  has  gone  before 
and  that  is  essential  to  a  complete  reply,  may  be  placed  in  order 
along  with  them.  New  business  is  given  first  attention  in  business 
correspondence.  Orders  and  inquiries  are  answered  first.  Then  old 
business,  consisting  of  adjustments  and  the  continuation  of  serial 
correspondence,  is  attended  to. 

Copies  of  all  letters  sent  out  by  a  business  house  are  kept,  usually 
attached  to  the  letters  to  which  they  are  answers.  In  many  houses 
a  complete  tabulated  digest  of  an  entire  correspondence  sequence  is 
made  and  filed  for  quick  and  ready  reference.    The  young  man  or 


THE  BUSINESS  LETTER  1 75 

young  woman  taking  a  position  in  a  business  office  may  make  adjust- 
ments to  the  new  work  easily  and  gracefully  by  studying  such  a 
digest  of  correspondence.  Other  details  of  the  correspondence  de- 
partment should  be  studied  also.  The  chief  of  the  department  may 
issue  circulars  explaining  to  the  new  employee  what  the  letter  cus- 
toms of  the  house  are.  He  may  always  be  consulted  about  doubtful 
points.  But  alertness  and  keenness  of  observation  on  the  part  of 
the  new  employee  count  for  much.  By  looking  through  the  files  at 
the  copies  of  letters  sent  out,  he  may  observe  for  himself  what  style 
of  margining  is  preferred  by  the  firm.  By  observing  the  routine  fol- 
lowed in  handling  correspondence  he  may  fit  himself  nicely  into  the 
system  without  bothering  others  and  with  credit  to  himself.  There 
are  differences  among  houses  in  the  methods  of  handling  correspon- 
dence. But  the  data  preserved  in  every  business  office  permit  a 
complete  guide  to  the  situation  in  any  given  case.  It  is  an  obligation 
upon  every  new  employee  to  fit  himself  as  quickly  and  as  intelligently 
as  possible  into  the  new  order  of  things. 

PROBLEMS 

1.  Explain  how  differently  colored  note  papers  might  be  made  a  great  conve- 
nience in  the  correspondence  among  the  various  departments  and  activities  of  your 
school. 

2.  Explain  how  badly  or  improperly  folded  letters  may  delay  the  process  of 
handling  correspondence. 

3.  If  you  were  a  business  man,  how  would  you  prefer  to  have  money  sent  you 
in  payment  of  bills?  How  would  you  prefer  to  pay  your  bills  through  the  mails? 
Explain. 

4.  Design  and  address  envelopes  to  be  used  by  a  school  principal  for  the  follow- 
ing communications: 

— For  letters  to  teachers 

— ^For  letters  to  parents 

— ^For  letters  to  pupils 

— For  letters  to  prominent  citizens 

— For  letters  to  other  school  principals 

5.  You  are  ready  to  tjT^e  the  first  letter  dictated  to  you  in  your  new  position  as 
stenographer.  Before  you  begin,  what  must  you  know  and  how  shall  you  find  it 
out? 


176 


THE   ENGLISH   OF   COMMERCE 


SECTION  18 

Social. — ^This  word  is  here  used  to  indicate  letters  that  have  tc 
do  with  social  affairs.     They  may  be  formal,  such  as  invitations  t< 
parties,  weddings,  and  the  like.     They  may  be  informal,  such 
letters  written  by  one  friend  to  another.     The  former  are  written  ii 
third  person  and  do  not  follow  the  rules  above  laid  down  as  to  con^ 
tent  and  placement  of  parts.     They  are  usually  engraved  or  printed,] 
and  are  frequently  arranged  in  decorative  fashion,  as  the  forms  below j 
illustrate : 

Formal  social  notes 


Mr.  Stanley  Rayburn  accepts  with  pleasure 
Mrs.  Arnold  Gluck's  kind  invitation  for  the  evening 
of  Thursday,  May  fifteenth,  from  eight  until  ten 
o'clock. 

Queens  Hall 

May  tenth 


Miss  Thomasina  Smith  regrets  her  inability  to 
accept  the  invitation  of  Mr.  and  Mrs.  Harry  M. 
Shook  to  be  present  at  the  marriage  of  their  daugh- 
ter Margery  to  Mr.  Leon  MoUet,  on  Tuesday  eve- 
ning, June  the  seventh,  nineteen  hundred  twenty, 
at  seven  o'clock. 


Dragolinden  Chambers 
May  thirteenth 


The  Irving  Literary  Club  requests  the  pleasure  of 
your  company  at  an  entertainment  tea  to  be  given 
Friday  afternoon,  October  twelfth,  at  four  o'clock, 
in  the  school  auditorium. 


Harkness  High  School 
September  fifteenth 


k 


A  formal  invitation 


^  formal  note  of  acknowledgment 


178  THE   ENGLISH   OF   COMMERCE 

Informal  semi-business  letter 


October  Tenth 
Nineteen  Twenty 
Dear  Bob  Evarts, 

Never  knew  you  were  in  town  till  this 
minute  when  my  secretary  placed  her  reply  to  your 
inquiry  on  my  desk  for  signature. 

That  reply  of  hers  is  OUT  and  DOWN  in 
the  waste-basket.  And  here's  for  a  letter  "on  me 
own." 

Now,  pleasure  before  business:  You  must 
come  around  to  the  house  to  dinner  this  very  eve- 
ning. I  have  just  telephoned  the  "Missus,"  and 
she  joins  me  in  the  MUST  idea.  We  dine  at  seven 
informally  but  socially  and  sufficiently.  Don't  ring 
up  and  say  you  can't  come.  You've  simply  gotta. 
Why,  it's  been  twelve  years  since  we  played  the  old 
games  over,  hasn't  it?  Well,  we'll  play  them  all 
again  tonight. 

Of  course  we  can  supply  you  with  sample 
cases,  and  of  course  we  shall  make  a  special  figure 
to  YOU — and  of  course  to  all  the  rest  Of  the  things 
you  want  to  know.  But  we'll  attend  to  everything 
over  the  Havanas  after  dinner. 

I  am  sending  this  around  to  your  hotel  by 

an  office  boy,  taking  no  risks  on  "delays  of  the 

mails."    See?  ^     ,,  „ 

Cordially  yours, 

"Pete"  Slocum. 


Official. — An  official  letter  is  not  always  strictly  a  business  let- 
ter. It  may  differ  both  in  form  and  content.  It  may  be  written 
on  a  better,  more  dignified  quality  of  stationery  than  a  business  let- 
ter, and  its  parts,  as  pointed  out  in  Section  i6  above,  may  differ  in 
form  and  placement.  If  you  write  a  letter  to  a  prominent  citizen  or 
official,  asking  him  to  address  your  school,  you  write  an  official  letter, 
as  you  also  do  when  you  write  him  afterward  to  thank  him  for  his 


THE  BUSINESS  LETTER  1 79 

courtesy.  The  secretary  of  a  company  writes  an  official  letter  when 
he  writes  the  president  about  the  progress  of  an  investigation  he  is 
making.  When  the  president  of  one  corporation  writes  to  the  presi- 
dent of  another  on  some  business  matter  of  interest  to  both,  he  writes 
an  official  letter.  The  official  letter  may  therefore  be  one  that  is 
written  to  or  among  officials  on  matters  that  pertain  not  so  much 
to  regular  business  as  to  larger  outside  interests.  The  following 
examples  illustrate: 

Official  letter 


531  Marquette  Avenue 

Minneapolis,  Minn. 

July  20,  1920 

Sir: 

The    investigation    into 

the    sale    of    the  Fargo, 

North  Dakota,  properties  is  now  complete,  and  our     | 

investigators  await  your 

convenience  for  date  of 

conference  at  which  results  may  be  placed  before 

you. 

We  enclose  for  your  perusal  a  preliminary  report 

of  the  findings,  and  also 

a  tabulated  statement  of 

expenses. 

Respectfully  yours, 

Samuel  Dana. 

James  Van  Alen,  Esq. 

116  Plymouth  Avenue 

Minneapolis,  Minn. 

i8o 


THE   ENGLISH   OF   COMMERCE 
Official  letter  of  invitation 


35  Summit  Avenue 
Jersey  City,  N.  J. 
June  I,  1920 
Sir: 

The  members  of  the  graduating  class  of  Lincoln 
High  School  request  you  to  address  them  at  their 
commencement  exercises  on  the  evening  of  June 
twenty  sixth,  at  eight  o'clock. 

The  parents  and  friends  of  the  three  hundred 
graduates  join  them  in  the  hope  that  you  may  be 
able  to  keep  this  date  open,  and  thus  give  the  great 
Lincoln  High  School  and  the  community  it  serves, 
the  honor  of  your  distinguished  presence. 
Respectfully, 
Ellery  Taylor 
Secretary  of  Class  of  1920 


Senator  Willard  Quick 
425  State  Street 
Trenton,  N.  J. 


Official  letter  of  thanks 


444  St.  James  Place 
Boston,  Mass. 
June  2,  1921 
Sir: 

The  members  of  the  Lowell  Literary  Club  of  the 
Roxbury  High  School  wish  to  thank  you  for  the 
very  helpful  and  inspiring  talk  you  gave  them  on 
the  afternoon  of  Friday,  May  29.     They  appreciate 
your  courtesy  very  much  indeed,  and  they  feel  hon- 
ored that  a   man   of   your   prominence   in   affairs 
should  accord  them  such  a  distinguished  privilege. 
Respectfully  yours, 
Ralph  Adams 
Club  Secretary 
The  Honorable  William  Haig 
State  Capitol,  Boston,  Mass. 


THE  BUSINESS  LETTER 


l8l 


Informal  official  letter 


Brickley  High  School 
Asheville,  N.  C. 
October  lo,  1920 
Dear  Mr.  Mayor: 

I  am  writing  you  in  behalf  of  the  Stearns 
Literary  Club  of  the  Brickley  High  School,  to  invite 
you  to  come  down  here  on  the  afternoon  of  Friday, 
October  29,  to  address  the  school  assembly. 

Our  Club  has  charge  of  the  program  on 
that  date,  and  we  want  to  give  the  pupils  the  big- 
gest surprise  they  have  ever  had,  namely,  an  ad- 
dress by  the  newly-elected  Mayor  of  the  city. 

Inasmuch  as  you  are  yourself  a  graduate 
of  "Brickley"  and  were  once  president  of  the  Club, 
we  thought  perhaps  you  might  have  a  special  inter- 
est in  accepting  this  invitation. 

The  hour  is  three  o'clock.  We  have  a 
special  Mayor's  Committee  whose  members  will 
wait  upon  you  if  you  care  to  have  them  do  so. 

Respectfully  yours, 
Robert  Gaffney 
Secretary 


Newspaper. — A  letter  written  to  the  editor  of  a  newspaper 
should  be  especially  compact  and  definite  in  its  composition.  The 
less  editing  it  requires  within  the  newspaper  offices  to  which  it  is 
sent,  the  more  likely  it  will  be  to  see  the  light.  It  should  have  a 
clear-cut  purpose.  It  should  protest  against  something,  or  approve 
something  vigorously,  or  explain  something  lucidly.  It  may  not  go 
into  long  descriptions  and  stories.  Its  purpose  is  chiefly  to  explain 
or  argue,  and  it  should  do  one  or  the  other  pointedly  in  the  least 
possible  space. 

It  will  be  noted,  in  the  example  below,   that  certain  parts  are 


I82 


THE   ENGLISH   OF   COMMERCE 


omitted,  or  so  adjusted  as  to  conserve  space.     The  heading  is  com-w 
posed,  as  a  rule,  by  the  newspaper  office,  though  the  writer  may  sug- 
gest a  heading  if  he  wishes,  and  if  good  it  will  be  permitted  to  stand. 


A  newspaper  letter 


To  the  Editor  of  the  Post-Dispatch: 

It  occurs  to  me  that  the  business  disagree- 
ments, wranglings,  and  lawsuits,  reported  so 
frequently  in  our  daily  papers,  could  be  pre- 
vented, if  people  would  only  exercise  courtesy 
and  common  sense  in  their  financial  dealings 
with  one  another.  I  suggest  the  following  set 
of  rules  for  every  home  and  school  and  office: 

1.  Always  investigate  before  you  invest, 
even  though  the  investment  be  recommended 
by  your  own  parents. 

2.  Always  give  and  take  receipts  when  bills 
are  paid — and  save  vouchers  too. 

3.  Date  everything  you  write,  but  if  a 
correspondent  forgets  to  date  a  letter  sent 
you,  don't  insiilt  him  when  you  reply  by  say- 
ing, "Answering  yoiu*  imdated  letter  ..." 

4.  Never  indorse  checks  in  advance  of  pres- 
entation at  bank  or  other  cash  conversion. 

5.  Keep  business  accoimts  with  your  rela- 
tives and  friends  as  accurately  as  with 
strangers. 

6.  Refuse  to  sign  any  paper  anywhere  at 
any  time  imder  any  circmnstances  whatsoever 
without  first  thoroughly  acquainting  yourself 
of  its  contents. 

7.  Open  credit  accounts  with  caution  and 
only  after  thorough  consideration  of  the  con- 
veniences and  the  dangers  of  such  an  arrange- 
ment; too  many  people  open  credit  accoimts 
at  the  dictates  of  pride  or  laziness. 

8.  Keep  all  your  business  papers  in  an 
orderly  way  and  be  able  to  place  your  hands 
on  them  at  a  moment's  notice. 

9.  Keep  your  checkbook  balanced  to  the 
fraction  of  a  mill. 

10.  Live  within  your  income. 

Failure  to  observe  one  or  more  of  these  ten 
rules  is  the  cause  of  practically  all  busi- 
ness misimderstandings  and  disappointments. 
They  cannot  be  too  diUgently  and  insistently 
followed. 

"Business  Gumption" 
(Bessie  R.  Raymond) 
(Mrs.  A.  C.) 
(18  Maine  Place) 
January  10,  1923 


THE   BUSINESS  LETTER  1 83 

PROBLEMS 

1.  Write  letters  or  notes  of  invitation  for  various  school  functions.  Perhaps 
you  may  be  able  to  add  to  their  attractiveness  by  marginal  drawings  and  designs. 

2.  Write  a  note  to  the  mayor  of  your  city,  or  to  some  other  official,  asking  him 
to  address  your  school  assembly  on  a  given  date  and  hour. 

3.  Write  a  letter  of  thanks  to  an  official  who  has  addressed  your  school,  upon 
the  invitation  of  a  club  of  which  you  are  secretary. 

4.  As  president  of  some  school  team,  write  a  letter  to  the  president  of  a  similar 
team  in  another  school,  asking  him  to  have  his  team  meet  yours  at  a  conference 
on  rules  and  playing  dates. 

5.  Write  a  letter  to  the  editor  of  your  school  paper  approving  a  certain  stand  it 
has  taken  and  making  suggestions  whereby  the  student  body  of  the  school  can  help 
the  editorial  staff. 

6.  Write  a  letter  to  the  editor  of  your  town  or  city  paper  protesting  against  some 
abuse  or  negligence,  such  as  bad  streets  or  inappropriate  school  accommodations, 
and  suggesting  means  of  improving  conditions. 

SECTION  19 

Application. — A  letter  of  application  for  a  position  written  in 
reply  to  a  help  wanted  advertisement  in  the  newspaper  is  called  an 
INDIRECT  letter  of  application.  The  address  in  such  advertisements 
is  usually  keyed  by  means  of  letters  or  figures,  and  the  advertise- 
ment is  thus  said  to  be  blind.  Addressed  to  an  employer  personally 
a  letter  of  application  is  called  direct. 

Neatness,  brevity,  exactness  are  the  first  essentials  in  any  letter 
of  application.  If  it  is  written  in  answer  to  an  advertisement,  the 
points  mentioned  should  be  covered  in  order.  It  is  a  good  plan  to 
clip  the  advertisement  to  the  letter  or  paste  it  at  the  place  where 
the  inside  address  should  be,  or  elsewhere.  There  is  no  objection 
to  using  "I"  in  such  a  letter,  but  it  should  not  be  overused.     Such 

"bromides"  as  "Having  seen  your  advertisement  in  the  ,"  "In 

reply  to  your  advertisement  in   the  ,"   should,   of  course,  be 

avoided.  On  the  other  hand,  an  element  of  formality  should  be 
retained  to  your  letter  of  application.  Otherwise,  an  honest  and 
harmless  attempt  to  be  different  may  be  interpreted  as  flippancy. 
Open  your  application  directly  with  the  business  in  mind;  keep  it 
brief;  evince  good  taste  in  wording,  in  arrangement,  and  in  the  selec- 


i84 


THE  ENGLISH   OF   COMMERCE 


tion  of  stationery.     Enclose  copies  of  recommendations;  never  send 
originals. 

As  far  as  possible,  make  your  appeal  In  a  letter  of  application 
personal  and  individual.  Adjust  its  content  to  the  one  who  Is  to 
read  It.  This  Is  more  difficult  in  an  Indirect  than  In  a  direct  letter. 
But  In  either  sort  you  should  consider  well  the  kind  of  position  for 
which  you  are  applying  and  the  kind  of  qualifications  you  possess, 
and  then  make  your  letter  the  agency  for  fitting  the  latter  Into  the 
former.  Extraordinary  tact  is  required  In  applying  for  a  higher 
position  In  the  house  In  which  you  are  working  or  for  a  position  with 
a  rival  house.  Care  should  be  taken  to  evince  no  dissatisfaction  in 
the  one  case,  no  disloyalty  In  the  other.  Honest,  justifiable  ambi- 
tion may  be  featured,  along  with  conditions  without  rather  than 
within  the  firm  with  which  you  are  connected.  Discuss  the  following 
with  your  classmates: 

Indirect  application  with  advertisement  attached 


183  Wythe  Avenue, 
New  York  City, 
May  20,  1922. 

BOY  wanted,  a  bright,  wide  awake  Ameri- 
can, about  16  years  old,  to  assist  in  oflBce 
work;  wages  to  start  $10  per  week;  good 
opportunity  for  advancement.  Apply  in 
own  handwriting.     G  235  Times. 

Dear  Sir: 

I  am  just  sixteen,  full-blooded  and  red-blooded 
American,  and  am  now  completing  my  second  year 
in  high  school.     By  permission  I  refer  you  to 
Principal  William  R.  Hayward, 
Theodore  Roosevelt  High  School, 
415  Mott  Avenue, 
New  York  City. 
If  you  care  to  have  me  call,  I  can  do  so  at  any 
time  on  Saturdays  or  after  three  on  school  days. 
Very  truly  yours, 
Owen  Harley. 


THE   BUSINESS  LETTER 


185 


Indirect  application 


X2345 

Inquirer 

Downtown 


325  Clinton  Avenue 
Philadelphia,  Pa. 
May  29,  1921. 


My  dear  Sirs: 

My  qualifications  are  as  follows 

AGE — Nineteen. 

EDUCATION— Elementary  and  high 
school  graduate. 

EXPERIENCE— One  year,  and  at  pres- 
ent, with  the  Bennett  Retail  Agency. 

SALARY  EXPECTED— I  am  now  receiv- 
ing fifteen  dollars  a  week,  and  am  willing  to  take  a 
new  position  at  the  same  salary  provided  it  oflFers 
promise  of  advancement. 

REFERENCE — You  may  write  to  my 
present  employer,  who  knows  of  my  desire  to  make 
a  change  and  is  willing  that  I  do  so,  inasmuch  as 
he  will  retire  from  business  within  six  months  or  a 
year.     His  name  and  address — 

James  R.  Bennett,  Esq. 

1825  Market  Street 

Philadelphia,  Pa. 

Very  truly  yours, 
Harvey  Robinson. 


l86  THE   ENGLISH   OF   COMMERCE 

Direct  application  written  at  suggestion  of  another 


1822  Carson  Avenue 

Pittsburgh,  Pa. 

June  2,  1920  , 

Mr.  James  R.  Claus 
188  Penn  Street 
Pittsburgh,  Pa. 

Dear  Mr.  Claus: 

Through  my  brother,  who  has  been  connected  with 
your  firm  for  the  past  two  years,  I  learn  that  you 
are  likely  to  need  additional  help  in  your  a  counting 
department  very  soon.  I  wish  to  ask  for  considera- 
tion for  a  position  in  that  department  when  you 
increase  your  force.  My  qualifications  are  as  fol- 
lows: 

Education — I  shall  complete  the  commercial  course 
at  the  Schenley  High  School  in  a  few  weeks.  My 
standing  throughout  the  course  has  been  high,  and 
at  present  I  lead  my  class  in  statistics  and  account- 
ing. 

Experience — For  the  past  two  years  I  have  worked 
in  the  accounting  department  of  the  Westinghouse 
Company  on  Saturdays  and  school  day  afternoons. 
In  addition,  I  have  for  the  past  year  been  the  head 
bookkeeper  of  the  general  organization  of  the 
Schenley  High  School. 

Character — You  may  write  to  Mr.  John  R.  Beebe, 
of  the  Westinghouse  Company,  and  to  Dr.  Everett 
P.  Williams,  of  the  Schenley  High  School,  for  recom- 
mendations of  my  character  and  ability.  I  enclose 
copies  of  references  by  former  teachers  of  commer- 
cial branches.  I  am  in  my  eighteenth  year  and  live 
at  home  with  my  parents  here  in  Pittsburgh,  where 
I  was  born. 

Very  truly  yours, 
Howard  Nagley 
(2  enclosures) 


THE  BUSINESS  LETTER 
Direct  application  written  on  speculation 


187 


118  Thayer  Street 
Baltimore,  Md. 
May  10,  1923 

The  Emerson  Company 

10  Jayne  Street 

Baltimore,  Md. 

Gentlemen:  Att.  Advertising  Manager: 

On  my  graduation  from  high  school  next  month 
I  am  desirous  of  securing  a  position 
that  will  offer  me  opportunity  in  the 
field  of  advertising.  Knowing  some- 
thing of  the  scope  and  enterprise  of 
your  huge  advertising  department,  I 
thought  perhaps  you  would  keep  me 
in  mind  for  a  possible  opening. 

General  qualifications — I  am  nineteen,  a  Baltimorean 
born  and  bred,  strong  and  alert.  My 
father  has  been  manager  of  the  Clin- 
ton Construction  Company  for  many 
years,  and  I  have  a  brother  with  the 
Stafford  Hotel  Company. 

Special  qualifications — I  have  specialized  in  adver- 
tising in  high  school  and  have  taken  a 
special  course  in  advertising  design  in 
the  Y.  M.  C.  A.  evening  school.  I 
have  written  much  copy  for  our  school 
publications  and  for  the  past  year  have 
been  advertising  manager  of  our  school 
weekly.  I  enclose  copies  of  two  ref- 
erences, one  by  the  teacher  of  adver- 
tising in  the  Y.  M.  C.  A.  and  one  by 
the  Principal  of  the  high  school. 

Opportunity  is  all  I  ask — opportunity  to  secure 
foothold  in  the  advertising  business. 
After  that  I  believe  I  shall  be  able  to 
make  my  way  to  your  complete  satis- 
faction. If  you  care  to  see  me,  I  shall 
be  glad  to  call  at  your  convenience. 
Very  truly  yours, 
George  Browning 

(Enc.  2  refs.) 


1 88 


THE  ENGLISH   OF   COMMERCE 


Recommendation. — ^There  are  two  kinds  of  letters  of  recommen- 
dation: general  and  special.  The  first  is  written  for  presentation  to 
any  one  to  whom  application  for  position  may  be  made.  In  place  of 
inside  address  and  salutation,  it  carries  the  formal  phrase 

To  whom  it  may  concern: 

The  second  is  written  directly  to  some  one  person,  and  recommends 
the  subject  to  that  person  alone.  It  follows  the  regular  letter  form. 
Needless  to  say,  the  latter  is  of  far  greater  influence  than  the  former. 
A  letter  of  recommendation  should  give  a  few  exact  facts.  It 
should  not  overpraise  or  eulogize,  or  it  will  create  suspicion.  It 
should  by  no  means  attempt  to  say  everything  that  can  be  said  in 
behalf  of  the  bearer  or  the  third  person.  A  brief  statement  of  ability 
and  character,  and  an  explanation  of  the  writer's  acquaintance  with 
the  one  to  whom  the  letter  is  given,  are  all  that  should  be  contained 
as  a  rule.     Observe  the  following: 


General  recommendation 


8i8  Euclid  Avenue 
Cleveland,  Ohio 
June  30,  1920 

To  whom  it  may  concern: 

It  has  been  my  privilege  to  know  Mr. 
Robert  R.  Wagner,  of  the  American  Fork  and  Hoe 
Company,  for  the  past  five  years.  During  this 
time  he  has  served  in  the  shipping  department,  over 
which  I  have  supervision,  with  unusual  loyalty  and 
intelligence.  It  is  a  pleasure  for  me  to  testify  to 
his  excellent  character,  unfailing  industry,  and 
superior  ability.  I  have  no  hesitation  whatever  in 
saying  that  he  will  be  found  worthy  of  the  highest 
trust  and  confidence  wherever  and  with  whomever 
he  may  be  engaged  in  commercial  and  industrial 
service. 

Respectfully, 

Arthur  Brainerd 


THE   BUSINESS  LETTER 
Special  recommendation 


189 


31  Minnesota  Street, 

St.  Paul,  Minn., 

June  12,  1921. 

Dear  Mr.  Prentice: 

You  will  make  no  mistake  in  availing  your- 
self of  the  services  of  Mr.  Thomas  M.  Swann.  I 
have  known  him  for  the  past  six  years,  both  as  a 
friend  and  as  a  business  associate.  He  has  shown 
himself  to  be  in  every  way  an  exceptionally  alert 
and  reliable  young  man. 

He  came  to  us,  as  he  may  have  told  you, 
direct  from  high  school.  We  paid  him  fifteen  dol- 
lars weekly  at  the  start.  At  the  end  of  his  second 
year  with  us  he  was  receiving  twice  that  amount,  as 
the  result  of  his  sheer,  outstanding  efficiency.  We 
were  extremely  sorry  when  circumstances  forced  him 
to  leave  us  a  year  ago,  to  go  to  a  different  part  of 
the  country. 

I  guarantee  that  you  will  be  not  only  com- 
pletely satisfied  with  his  services  but  that  you  will 
soon  find  him  deserving  recognition  and  promotion 
before  others  who  have  been  with  you  longer. 

Very  truly  yours, 

Robert  Griswold. 


Mr.  Frederick  Prentice, 
12  Court  Street, 
Brooklyn,  N.  Y. 


Introjiuction. — A  special  letter  of  recommendation  sometimes 
opens  wjlth  a  brief  sentence  of  Introduction,  Introducing  the-  bearer 
to  the  one  addressed,  and  then  following  up  with  the  recommendation 
proper.  But  the  Introduction  may  be  merely  a  note  or  a  cafd  from 
one  person  to  another,  introducing  a  third,  with  a  view  other  than 


190 


THE  ENGLISH   OF  COMMERCE 


that  of  securing  a  position  for  the  one  introduced.  It  may  be  an 
introduction  to  a  foreman,  requesting  that  the  bearer  be  shown 
through  a  factory;  to  a  manager  requesting  an  interview  for  the 
bearer;  to  an  individual  following  up  a  conversation  he  has  had  with 
the  one  making  the  introduction  about  the  one  introduced,  and  so 
forth.  Introductions  that  call  for  no  explanation  are  frequently 
written  on  business  or  visiting  cards: 

Card  of  introduction 


JOSEPH   S.  GREENBERG 

ACCOUNTANT 


50    EAST    108    STREET 

Nbw  York 
TeLCPMQNS   4036  Harlsm 


Card  of  introduction  with  note 


PHO 


NE  MAIN  S9IO     ^<^^i^V^^**^^        ^ 


Frbd  H.eJoHSfsosr  Jr.. 


INSURANCE 


yj  INSURANCE 


148  MONTAGU e  ST. 


fy/uf<Z»jl^ 


BROOK  LVN.N.V. 


THE   BUSINESS  LETTER 
Combined  introduction  and  recommendation 


191 


Mr.  Antony  Blake 
25  Titus  Avenue 
Ithaca,  New  York 


120  West  Rock  Road 
New  Haven,  Conn. 
June  2,  1925 


My  dear  Mr.  Blake: 

This  will  introduce  to  you  Mr.  Irving 
Hughes,  who  desires  to  secure  a  position  in  moving 
picture  work. 

He  has  had  no  direct  experience  with  movie 
work  but  he  has  written  two  successful  scenarios. 
He  feels  that,  if  given  an  opportunity  to  work  in 
close  touch  with  moving  picture  management  and 
production,  he  will  have  little  difficulty  in  making  a 
good-sized  place  for  himself  eventually.  I  believe 
he  is  right  in  this. 

He  understands  thoroughly  that  he  must 
begin  at  the  bottom  of  things  and  work  himself  up. 
You  will  find  him  a  willing,  reliable,  hard-working 
young  man.  He  is  just  twenty-three,  though  he 
doesn't  look  it,  and  he  has  had  exceptional  educa- 
tional opportunities.  I  shall  appreciate  any  assis- 
tance you  can  give  him  toward  helping  him  to 
realize  his  present  ambitions. 

You  have,  I  believe,  during  the  past  year 
helped  three  or  four  ambitious  young  men  to  launch 
forth  upon  careers  in  the  silent  drama  business, 
and  I  cannot  close  this  letter  without  expressing  to 
you  my  congratulations  upon  the  tremendously  fine 
things  you  are  doing  in  this,  as  in  all  directions. 
It  speaks  extremely  well  for  a  firm  of  your  size, 
when  it  can  find  and  take  the  time  to  build  men 
as  well  as  business.  At  least,  I  think  so.  And  I 
know  of  many  others  who  agree  with  me. 

Very  truly  yours, 

Thomas  Conkey. 


192 


THE   ENGLISH   OF   COMMERCE 
Letter  of  introduction  asking  favor 


1 8  Treadwell  Place 
Des  Moines,  Iowa,  May  12,  1922 

Aaron  Kaiser,  Esq. 
120  Prairie  Avenue 
Des  Moines,  Iowa 

My  dear  Mr  Kaiser: — This  will  introduce  to  you 
Mr.  Carl  Wadsworth,  foreman  of  our  press  room. 
On  our  telling  him  of  the  new  machinery  you  have 
recently  installed,  he  expressed  a  desire  to  observe 
its  operation  in  order  to  discuss  with  us  the  expe- 
diency of  installing  he  new  equipment  in  our  own 
shops. 

Will  you  therefore  permit  him  to  visit  your  press 
rooms  to  study  a  little  these  new  marvels  of  the 
printing  industry?  We  shall  greatly  appreciate 
your  courtesy. 

Very  truly  yours, 

Karle  Allan 
Manager 
Stubb  and  Shapland  Publishing  Co. 


PROBLEMS 

I.  Write  letters  of  application  in  answer  to  the  following  advertisements. 


COMPETENT  saleswoman  for  our  ready- 
to-wear  department  wanted.  We  sell 
mediiam — better  class  merchandise.  New 
York  State  department  store.  Applicant 
must  know  how  to  sell  merchandise  and  act 
as  head  of  stock.  Good  appearance  and  not 
over  forty  years  old.  State  experience,  sal- 
ary desired,  age,  reUgion  and  references  in 
first  letter.  This  position  leads  to  a  good 
future  to  the  right  woman.     Apply  by  letter, 

BOX  2857,  Dry  Goods  Economi8t. 

GIRLS  IN  FINANCIAL  OFFICE 

Young  girls  wanted  by  large  financial  in- 
stitution for  indoor  messengM*  and  similar 
positions.  Apply,  stating  age,  salary  de- 
sired,  reference.  N  674  Times  Downtown. 
GIRL  wanted;  a  young  girl,  about  17  or  18, 

for  clerical  work;  good  opportunity  for 
advancement;  answer  in  own  handwriting; 
state  salary  to  start.  R  606  Times  Down- 
town. 


"VyANTED — A  thoroughly  experienced  win- 
*  *  dow  trimmer  and  card  writer  by  a  real 
live  progressive  department  store.  Best 
store  in  a  city  of  12,000,  where  medium 
priced  and  high  priced  general  merchandise 
and  ready-to-wear  is  carried.  The  applicant 
must  be  a  first-class  man  of  general  depart- 
ment store  experience.  Good  salary  to  the 
garty  who  qualifies.  Position  open  at  once. 
iox  2584,  Dry  Goods  Economist. 

BOY. — Young  man  for  oflBce;  a  fine  oppor- 
tunity for  learning  bookkeeping  and  bank- 
ing; rapid  advancement;  high  school  gradu- 
ate  preferred:  salary  $10.  J  185  Times. 
BOY  wanted,  not  under  16  years  of  age,  in 
office  of  large  corporation;  good  chance 
for  advancement;  salary  to  start,  $10.  B 
520  Times  Downtown. 


THE   BUSINESS  LETTER 


193 


2.  In  reply  to  an  advertisement  calling  for  a  young  man  or  a  young  woman  who 
could  write  strong,  correct,  and  interesting  letters,  and  who  was  especially  accurate 
in  punctuation  and  paragraphing,  the  following  application  was  received.  Criticize 
it.  Look  up  the  page  references.  Tell  why  William  Brown  did  not  get  the  position. 
Rewrite  the  letter  in  proper  form  and  in  correct  and  courteous  tone. 


See 

Page 

164 

See  page  158 

oce 

Pages 

50 
159 
168 

183 


See  pages  166 
and  167 


18  Main  St. 
May  28,  1924 — 
HICKORY  LEVEL,  Mex. 

Dear  Sir; 

I'm  just  the  fellow  you  must 
be  lookin  for.  In  next  to  the  graduating 
class  in  high  school,  and  only  17  ! 

Took  two  prices  in  speling 
last  year.  And  can  I  punctuate  and 
paragraph  ?  Say,  I  punchuate  and  power- 
graph  !  !  ! 

Folks  just  have  to  read  the 
things  I  write  down. 

Expectin  the  position, 

Respectively  etc. 

William  Brown 

(They  call  me  Bill) 


3.  Write  a  letter  of  application  for  a  position,  to  a  business  friend  of  your  father's. 

4.  Write  a  letter  of  application  to  an  employer  in  a  firm  that  is  about  to  expand 
its  business.  Assume  that  you  have  read  in  a  newspaper  of  the  plans  for  expansion 
and  base  your  letter  upon  the  facts  there  stated. 

5.  Write  a  letter  of  general  recommendation  for  one  of  your  classmates.  Write 
a  letter  of  special  recommendation  for  the  same  classmate,  addressed  to  some  busi- 
ness employer  you  know. 


194  THE  ENGLISH  OF   COMMERCE 

6.  Write  a  letter  of  introduction  and  recommendation  combined  for  a  class- 
mate, addressed  to  some  business  friend. 

7.  Write  cards  of  introduction  introducing 

— Your  mother  to  a  teacher. 
— A  teacher  to  your  mother  or  father. 
— ^A  classmate  to  your  parents. 
— Your  brother  or  sister  to  your  principal. 
— Your  class  to  the  owner  of  a  factory,  asking  that  he  show  them  through 
his  factory. 


SECTION  20 

Inquiry. — Letters  of  inquiry  should  always  bear  such  earmarks 
of  courtesy  as  "Please"  or  "Kindly."  If  the  inquiry  necessitates 
an  answer  through  the  mails,  sufBcient  stamps  should  be  enclosed 
to  cover  the  postage.  In  case  a  number  of  questions  are  asked  in 
a  single  letter,  one  should  be  marked  off  distinctly  from  another  by 
means  of  numbers  and  paragraphing,  and  some  order  should  be  fol- 
lowed in  asking  them.  Perhaps  the  simplest  one,  or  the  one  requir- 
ing least  time  for  answering,  should  be  placed  first,  the  most  difficult 
last.  Perhaps  one  question  may  grow  out  of  another,  thus  establish- 
ing the  order.  It  is  especially  important  that  letters  of  inquiry  be 
clear  and  exact.  Questions  stated  in  vague  or  bungled  fashion  are 
not  only  an  annoyance  in  themselves,  but  they  cause  additional 
correspondence  for  clarification  and  thus  waste  time  for  all  con- 
cerned. Full  names,  exact  dates,  definite  facts  should  be  given  in 
questions  calling  for  answers  that  hinge  upon  these  things. 

Do  not  ask  questions  that  you  can  answer  yourself  by  consulting 
books  or  libraries.  Do  not  ask  questions  until  you  have  exhausted 
every  means  of  finding  out  for  yourself.  It  is  estimated  by  a  man- 
ager in  a  large  department  shop  in  the  East  that  the  entire  time  of 
one  man  in  a  certain  department  is  consumed  answering  foolish 
questions. 

A  business  man  is  frequently  called  upon  to  inquire  into  the 
credit  of  others  before  opening  or  continuing  business  dealings  with 
them.  Sometimes  such  inquiry  is  made  on  a  printed  form;  some- 
times in  personal  letters.  Whatever  the  method  used,  the  content 
of  such  inquiry  usually  deals  with  the  business  and  social  standing 


THE  BUSINESS  LETTER  I95 

of  the  person  concerned,  the  length  of  time  he  has  been  known  by 
the  one  consulted,  and  the  kind  of  relation  that  has  existed  between 
them. 

Letter  of  inquiry  (See  page  198) 


139  West  72  Street,  New  York  City 
March  27,  1924 

Western  Union  Telegraph  Company 
195  Broadway,  New  York  City 

Gentlemen:                        Att.  Manager  of  Cable  Bureau 

Will  you  please  let  me  know  the  latest  international  telegraph 
regulations  regarding 

(i)  Number  of  figures  allowed  to  a  word. 

(2)  Number  of  letters  allowed  to  a  word  indicating  figures. 

(3)  Word  combinations  and  abbreviations  in  code  and  plain 
language  messages? 

Very  truly  yours. 

JBO/JN 

John  B.  Opdycke 

Information. — The  reply  to  a  letter  of  Inquiry  is  called  a  letter 
of  information.  It  does  not  follow,  however,  that  all  letters  of  infor- 
mation are  answers  to  inquiries.  Most  letters,  it  is  hoped,  have  in 
them  some  informing  content. 

A  letter  of  information,  written  in  answer  to  inquiry,  should  be 
prompt.  Questions  should  be  answered  as  soon  as  possible  after 
they  are  asked.  In  case  delay  is  necessary,  for  purpose  of  studying 
the  questions  or  making  investigations  regarding  them,  the  inquiry 
should  be  answered  at  once,  and  the  required  delay  explained. 

A  letter  written  in  reply  to  an  inquiry  should  answer  questions 
fully,  exactly,  and  in  the  order  asked.  If  explanatory  printed  matter 
that  will  elaborate  the  answers  given,  can  be  enclosed,  so  much  the 
better.  Answers  to  sales  queries  should  almost  invariably  be  accom- 
panied with  such  matter.     But  sales  literature  should  not  be  forced 


196 


THE   ENGLISH   OF   COMMERCE 
Letter  of  inquiry  (See  page  199) 


842  Market  Street 
San  Francisco,  Calif. 
June  25,  1925 

Jones  and  Elklns 

217  Fourth  Avenue 

Los  Angeles,  Calif. 

My  dear  Sirs: 

Will  you  please  inform  me  as  to  the  follow- 
ing: 

(1)  What  is  the  price  of  your  refrigerators 
to  the  hotel  and  restaurant  trade? 

(2)  How  soon  after  date  of  order  could 
you  install  six  of  your  refrigerators,  cataloged  under 
84  A  style,  in  a  San  Francisco  hotel  ? 

(3)  Do  you  make  allowance  for  old  refrig- 
erators? 

Very  truly  yours, 

Albert  Ritz 
AR/cvo 


disconnectedly  upon  those  who  ask  for  definite  information  for  a 
definite  purpose.  Every  question  asked  is  an  opportunity  for  the 
one  of  whom  it  is  asked.  He  should  feel  complimented.  He  must 
show  politeness,  no  matter  how  foolish  the  question.  He  must  show 
patience,  no  matter  how  great  difficulty  he  experiences  in  making 
himself  understood.  He  must  show  fearlessness,  no  matter  what 
the  cost  may  be  to  him,  especially  in  answering  questions  that  have 
to  do  with  credit,  character,  ability,  and  the  like.  Possibly  the  best 
beginning  for  a  letter  of  information  is  the  simple  paragraph  courtesy 
"Thank  you."  This  starts  matters  right,  at  once.  But  it  should 
not  be  made  the  excuse  for  launching  forth  into  a  sales  argument 
regardless  of   the   question   asked.     Nothing   is   more   exasperating 


THE   BUSINESS  LETTER  I97 

Letter  of  credit  inquiry 

184  Grand  Avenue,  Kansas  City,  Mo., 
July  12,  1921. 

Mr.  George  Clarkson, 

18  McGee  Street,  Kansas  City,  Mo. 

Dear  Mr.  Clarkson: 

Mr.  Paisley  Noon,  of  312  Park  Avenue,  St.  Louis,  In  making 
request  for  credit  privilege  at  our  store,  refers  us  to  you  for  information  as 
to  his  standing  and  reliability. 

We  have  no  doubt  whatever  about  the  extension  of  credit  privi- 
lege to  Mr.  Noon.  But  as  a  matter  of  business  routine  we  are  writing  to  ask 
you  if  you  will  please  send  us  a  word  or  two,  so  that  our  ci-edit  files  may  be 
kept  complete. 

An  inquiry  card  and  a  stamped,  addressed  envelope  are  enclosed 
for  your  convenience.  Your  information  will  of  course  be  held  in  strictest 
confidence. 

Very  truly  yours, 
Albert  H.  Seabury 
AHS/CCO  For  The  Haffner  Company 

(Enc.  Credit  Form) 

Card  enclosed  in  above  letter 

Credit  Form  No.  1 

The  Haffner  Company 
St.  Louis,  Mo. 

1 .  How  long  have  you  known  M 

2.  What  business  relations  have  you  had  with  h         

3.  In  what  business  is  he  engaged 

4.  Does  he  own  real  estate 

5.  Special  remarks 

Signed 

Date Business  address 


198  THE  ENGLISH  OF  COMMERCE 

than  the  letter  of  information  that  does  not  inform.     Observe  the 
deliberately  inapt  and  hence  discourteous  reply  to  the  query  below: 

Query 


Dear  Sirs: 

Will  you  please  let  me  know  the  price  per  yard  of  your  taffeta 
— quality  and  color  of  the  sample  enclosed? 

Very  truly  yours, 


Reply  (  ?) 


Dear  Madam: 

Answering  your  inquiry  of  April  3,  we  would  say  that  we  have 

a  large  assortment  of  all  grades  of  taffeta  and  should  be  pleased  to  show  them 

to  you  if  you  will  call  at  the  store. 

Very  truly  yours, 


Letter  of  information  (See  page  195) 


March  29,  1924. 
John  B.  Opdycke,  Esq., 
139  West  72  Street, 
New  York  City. 

Dear  Mr.  Opdycke: 

Replying  to  your  letter  of  March  26  I  have  to  say  that  when 
figures  are  used  in  cable  messages  five  figures  are  counted  to  a  word.  The 
group  "loooooo"  would  be  counted  as  two  words,  but  if  written  as  "onemil- 
lion"  it  would  be  counted  and  charged  for  as  one  word.  When  words  are 
used  to  express  figures  they  may  be  combined,  and  will  be  counted  at  the 
rate  of  fifteen  letters  to  the  word  in  plain  language  messages  and  ten  letters 
to  the  word  in  code  messages. 

Under  the  International  Telegraph  Regulations  "abbreviated 
and  misspelled  words  and  illegitimate  compound  words  and  words  combined 
in  a  manner  contrary  to  the  usage  of  the  authorized  languages  are  inadmis- 

Yours  very  truly, 
J.  H.  Messner 

Manager  Cable  Bureau 


THE   BUSINESS  LETTER 
Letter  of  information  (See  page  196) 


199 


217  Fourth  Avenue 
Los  Angeles,  Calif. 
June  27,  1925 

Albert  Ritz,  Esq. 
842  Market  Street 
San  Francisco,  Calif. 

Dear  Mr.  Ritz 

Thank  you. 

(i)  To  the  hotel  and  restaurant  trade  we  make  a 
special  price  of  two  hundred  twelve  dollars  and 
fifty  cents  ($212.50)  on  the  style  of  refrigerator 
cataloged  as  84  A.  We  may  be  able  to  shade 
this  figure  somewhat  on  a  cash  order  for  six 
refrigerators. 

(2)  We  can  install  six  of  these  refrigerators  in  a  San 
Francisco  hotel  in  one  week  from  date  of  order. 

(3)  We  are  unable  to  make  allowance  for  old  refrig- 
erators. 

May  we  suggest  that  you  permit  one  of  our  men  to 
examine  the  place  where  the  refrigerators  are  to 
be  installed,  before  you  place  your  order?  This, 
because  we  find  that  we  are  often  able  to  save 
money  for  our  purchasers  through  fittings  and  ad- 
j  ustments.  M  oreover,  we  suspect  from  your  inquiry 
that  you  may  have  in  mind,  not  six  individual 
refrigerators,  but  one  extremely  large  refrigerator 
built  in  six  sections. 

Please  pardon  our  taking  the  liberty  of  making 
these  suggestions. 

Very  truly  yours 

Alan  Kearns 

For  JONES  AND  ELKINS 


AK 


24 


200 


THE   ENGLISH   OF   COMMERCE 
Letter  of  credit  information 


82  Park  Place 
Brooklyn,  New  York 
July  26,  1921 

Mr.  Alexander  Taggart 

12 19  Diamond  Street 

Philadelphia,  Pa. 

Dear  Mr.  Taggart: 

Your  inquiry  regarding  Mr.  William  Sexton  is  espe- 
cially welcome  inasmuch  as  I  have 
known  him  for  many  years,  was  for 
three  years  a  business  associate  of  his, 
and  am  glad  of  an  opportunity  to  say 
a  word  in  his  behalf. 

Mr..  Sexton  is  owner  of  much  real  estate  in  the  sub- 
urbs of  Philadelphia,  is  a  director  of 
the  North  American  Trust  Company, 
and  is  a  majority  stock  holder  in  the 
Brainerd  Construction  Company  of 
Philadelphia  and  New  York. 

He  is  one  of  the  most  highly  respected  men  in 
Philadelphia,  holding  a  prominent  po- 
sition socially  and  being  a  member  of 
various  civic  bodies.  He  has  fre- 
quently been  urged  to  become  a  can- 
didate for  public  office,  but  has  con- 
sistently refused  to  permit  his  name 
to  be  used. 

You  will  make  no  mistake  in  extending  to  Mr.  Sex- 
ton the  credit  privilege  he  desires. 

Very  truly  yours, 

Harold  Dauker 


HD  .  .  .  J 


A  dealer -information  letter 


^ErRon:tMca,USJL 


Broirn  Truck  Conqpany, 
BrownsTllle,  Texas- 


SuT)  J  eot  !•%  eedlng 

Oentlenen:  Attention  Mr«  anith 

Faclcard  trucks  are  equipped  with  sealed 
governors  of  a  type  similar  to  those  used  on  steam  engines. 
Steam  engine  goveniors  must  always  "be  kept  intact ,  and  tnva 
Government  inspected,  Ijecause  of  the  possible  damage  re- 
Bulting  from  their  failure  to  operate.   The  truck  engine 
goreimor  is  equally  important  to  proper  operation*   Damage 
is  hound  to  result  from  an  oyerspeeded  engine.   Under  no 
circumstances  should  governors  be  removed*   Ye  have  knovn 
cases  in  ivhich  drivers  have  disengaged  governors  on  their 
own  account  without  knowledge  of  their  enployers  and  with, 
disastrous  results. 

One  condition  vhlch  the  governor  cannot  con- 
trol is  coasting  down  hill  at  hl^  speed.   If  the  truck  is 
allowed  to  run  down  hill  at  35  miles  per  hour  with  the  clutelx 
disengaged  and  then  the  clutch  suddenly  engaged^  it  will 
speed  the  motor  \ip  to  3000  or  3500  revolutions  per  xninute, 
at  which  speed  the  pistons  euid  connecting  x>ods  are  travel- 
ing at  the  rate  of  about  80  feet  per  second,  and  reversing 
their  direction  of  travel  about  70  times  in  each  second. 
Think  of  it.   The  heavy  piston  up  emd  down  in  the  cylinder 
sixteen  times  to  each  tick  of  your  watch*  Is  it  surprising 
under  these  circumstances  something  sometimes  lets  go? 

Your  drivezv  should  have  very  e^qpliclt  in- 
etruotlons  on  this  point. 

Yours  very  truly, 

PACKARD  liDTOR  CAR  COUPABY  of 
PontlM. 


201 


202 


THE   ENGLISH  OF  COMMERCE 


Notification. — Rarely  does  a  letter  of  notification  have  to  be 
long.  If  the  manager  of  a  rival  school  team  writes  you  of  the  post- 
ponement of  a  game,  owing  to  some  unforeseen  cause,  he  needs  to 
mention  the  date  when  and  the  place  where  the  game  was  to  be 
played  and  when  and  where  it  will  be  played.  If,  as  the  captain 
of  a  debating  team,  you  wish  to  challenge  the  debating  team  of  a 
rival  school  or  club,  you  need  to  mention  the  conditions  of  debate, 
the  place,  the  date,  and  perhaps  submit  some  questions. 

Life  insurance  companies  send  out  letters  of  notification  to  policy 
holders,  notifying  them  when  premiums  are  due.  A  bill  that  has 
been  neglected  by  a  debtor  may  be  followed  up  with  a  polite  letter 
of  notification  to  the  effect  that  the  amount  is  overdue.  Landlords 
and  collectors '  sometimes  have  printed  forms  of  notification  to  be 
sent  out  to  tenants  and  others.    The  following  are  suggestions: 

Letter  of  notification 


14  South  Broad  Street 
Atlanta,  Georgia 
July  30,  1925 

Mrs.  Albert  Stanhope 
412  Oliver  Street 
Atlanta,  Georgia 

Dear  Madam: 

This  letter  is  to  notify  you  officially  that  you 
have  been  made  chairman  of  the  committee  that  will 
have  in  charge  the  arrangements  for  the  participa- 
tion of  the  Atlanta  Women's  Club  in  the  Labor 
Day  ceremonies  in  this  city. 

Very  truly  yours, 

Clara  Mackey 

(Mrs.  James) 
Secretary 
CM::R 


Letter  of  Notification 


NEW  YORK  OFFICE 


laa  wiLLrAM  street 

TMOMAa  J.   WILLIAK* 

M    OaPANTMINT 
rnWO  M    Mils,  ATTORNCV 


HtoWM«;mjC 


NEW  YORK,  N    Y. 

April  4^  19 


John  C.  Jenkins » 
82  Lenox  Avenue, 

New  York  City,  H.Y. 


Dear  Sir: 


Ret-  Policy  go.  R.510557. 


The  above  numbered  policy  issued  in 
your  favor  expires  as  of  Hay  15,  19 

If  it  is  your  intention  to  continue 
this  policy,  will  you  kindly  forward  your  check 
for  the  premium,  neimely  $10.00,  direct  to  this 
office.   We  shall  then  be  pleased  to  forward  a  new 
policy  to  you* 

Trusting  we  may  hear"  from  you,  we  are 


You 


ct  &  Health  Pept.y 


ULC*HB. 


203 


204 


THE  ENGLISH   OF  COMMERCE 
Notification  form 


Certain  goods  have  been  returned 

to  us 

by 

from  the  above  name  and  address. 

As  the  shipment  bears  no  initial  we  are 

at  a 

loss  to  know  the 

real  consignor. 

If  these  goods  were  returned  by  you 

will 

you 

kindly  give  us  the 

facts  on  the  reverse  of  this  letter,  and  state  your 

full  name 

and  address,  with 

local  address  if  any. 

R 

H. 

MACY  &  CO. 

Notification  form 


We  are  advised  by  the 

that 

the  shipment  we  made  to  you  on 

is  uncalled  for  at  their  depot  at 

You  may  not  be  aware  the  goods 

have 

arrived, 

so  we  suggest  you  accept  them  as  soon  as 

possible 

in  order  that  our  record  with  the  Com- 

pany  may  be  closed. 

R.  H.  MACY  &  CO.         1 

F.  599 

PROBLEMS 

1.  You  are  contemplating  going  to  another  school.  Write  a  pupil  of  the  school 
asking  him  a  number  of  questions  about  it. 

2.  Write  a  letter  of  inquiry  to  the  teacher  of  a  boy  who  has  applied  for  admis- 
sion to  your  club. 

3.  You  are  manager  of  a  large  shop.  Mr.  Arthur  Brown  has  written  you  asking 
for  the  privilege  of  opening  an  account  at  your  shop  and  paying  his  bills  monthly. 
He  refers  you  to  Mr.  George  H.  Alsop.  Write  Mr.  Brown's  letter  to  you,  your 
letter  to  Mr.  Alsop,  and  Mr.  Alsop's  reply. 

4.  Write  letters  of  information  in  reply  to  the  letters  written  in  i  and  2  above. 

5.  Write  a  letter  giving  information  about  one  of  your  school  teams,  to  a  friend 
in  another  school  who  desires  to  organize  such  a  team. 


THE   BUSINESS  LETTER  205 

6.  Owing  to  the  fact  that  your  mother  has  been  called  away,  the  party  you  were 
going  to  give  has  been  postponed.  Write  a  letter  notifying  your  guests  of  this 
fact. 

7.  One  of  the  members  of  your  club  is  far  behind  with  his  dues.  Write  him  a 
polite  letter  of  notification. 

8.  See  3  above:  Mr.  Brown  has  failed  to  pay  one  of  his  monthly  bills.  Write 
him  a  polite  notification. 

SECTION  21 

Order. — Accurate  and  explicit  explanation  of  goods  desired  is 
the  first  requisite  of  a  letter  of  order.  Size,  shape,  grade,  style, 
price,  color,  number  or  amount,  catalog  number — some  of  these  are 
certain  to  be  required  in  such  a  letter.  All  of  them  may  be.  In 
case  a  number  of  different  articles  is  ordered,  it  is  desirable  to  list 
them  in  the  body  of  the  letter  in  the  form  of  an  itemized  statement. 
If  money  is  enclosed,  it  should  be  referred  to  by  data  in  the  lower 

Letter  of  order 


155  West  65  Street, 
New  York  City, 
May  12,  1923. 

Charles  Scribner's  Sons, 
597-599  Fifth  Avenue, 
New  York  City. 

Gentlemen: — Will  you  please  send  me  one  copy  of 
Moody,  Lovett,  and  Boynton's  A  FIRST  VIEW 
OF  ENGLISH  AND  AMERICAN  LITERA- 
TURE, listed  at  one  dollar  and  twenty  cents  ($1.20), 
and  one  copy  of  Krapp's  ELEMENTS  OF  ENG- 
LISH GRAMMAR,  listed  at  ninety  cents  {$  .90)? 
I  enclose  a  money  order  for  two  dollars 
ten  cents  (^52. 10). 

Very  truly  yours, 

Frank  O.  Payne. 


206  THE  ENGLISH  OF   COMMERCE 

left-hand  part  of  the  letter,  and  to  insure  safety  the  amount  enclosed 
may  quite  properly  be  mentioned  also  in  the  body  of  the  letter. 
For  the  sake  of  accuracy  and  verification,  amounts  of  money  are 
usually  referred  to  in  the  body  of  the  letter  by  both  words  and  figures, 
thus: 

ten  dollars  ($io.) 

or  Ten  Dollars  ($io.) 

or  ten  (lo)  dollars 

The  first  form  is  the  one  most  commonly  used. 

In  a  letter  ordering  goods  from  an  establishment  having  many 
different  departments,  the  transaction  will  be  hastened  if  the  depart- 
ment concerned  is  indicated  both  on  the  envelope  and  somewhere 
in  the  upper  part  of  the  letterhead.  It  may  be  desirable  to  say  how 
goods  ordered  by  letter  are  to  be  forwarded,  but  as  a  rule  the  ques- 

Letter  of  order 


1 80  Dorchester  Road 
Brooklyn,  New  York  City 
May  21,  1922 

Lord  and  Taylor 

Fifth  Avenue  and  38  Street 

New  York  City 

Dear  Sirs: 

Please  send  me  the  following  articles  of 
merchandise  and  charge  to  my  account: 

2  prs.  white  kid  gloves,  size  6^4     'S)  2 .  50       $5 .  00 

3  prs.  blk.  silk  stockings,  size  8      '2>  2.00         6.00 

3  bottles  milk  of  magnesia  ^     .39         1.17 

4  tubes  Kolynos  <©     .21  .84 
10  yds.  taffeta  (sample  enc.)            '©1.40       14.00 

TOTAL    $27.01 
Very  truly  yours, 

Josephine  McCallion 
(Mrs.  Robert  R.) 


I 


THE  BUSINESS  LETTER 


207 


ion  of  delivery  may  safely  be  left  to  the  firm  of  which  the  goods  are 
ordered. 

A  letter  of  order  in  which  money  in  some  form  is  enclosed  is  some- 
times called  a  letter  of  order  and  remittance.  A  letter  containing 
money  only,  sent  in  payment  of  a  bill,  is  called  a  letter  of  remittance. 
Payments  of  monthly  bills  by  means  of  check  or  otherwise,  rarely 
require  any  letter,  unless  there  is  some  correction  or  adjustment  to 
be  made.  The  bill  itself  may  be  sent  along  in  order  that  it  may  be 
receipted.  It  is  more  and  more  becoming  the  custom,  however,  to 
allow  the  voucher  to  serve  as  the  only  receipt  to  such  bills. 


Letter  of  remittance 


425  West  End  Avenue 
New  York  City 
-^  May  8,  1920 

R.  H.  Macy  and  Co. 
Broadway  at  34  Street 
New^  York  City 

Gentlemen: — I  enclose  my  check  for  fifty  dollars 
twenty  cents  (^550.20)  in  payment  of  bill  rendered 
April  30. 


(End.) 


Very  truly  yours, 
(Miss)  Therese  Harvey 


Acknowledgment. — Good  business  policy  demands  that  order 
letters  be  acknowledged  immediately  on  receipt.  Cash  orders  of 
new  purchasers  should  be  answered  with  special  care  and  prompt- 
ness. The  letter  of  acknowledgment  may  state  date  of 'receipt  of 
order  and  method  and  date  of  shipment.  It  should  express  thanks 
for  order  and  evince  desire  to  please.  If  the  purchaser  has  omitted 
some  detail  necessary  to  the  complete  filling  of  the  order,  polite 
inquiry  should  be  combined  with  the  acknowledgment.  If  it  is 
impossible  to  supply  some  of  the  articles  ordered,  adjustment  should 


208 


THE  ENGLISH  OF  COMMERCE 
Acknowledgment  form 


LORD     and     TAYLOR 

Fifth  Avenue  &  38  Street 

New  York  City 


m/ssJ 


May  22,  1922 


osephine  McCallion 
180  Dorchester  Road 
Brooklyn,  N.  Y. 


Dear  Madam: 

Your  order  of  May  21,  1922,  is  received 
and  will  be  given  immediate  attention.     Thank  you. 

Very  truly  yours, 
LORD  and  TAYLOR 


Letter  of  acknowledgment 


April  30 

I  9  2  I 
Mr.  Harry  Haw 
18  Griggs  Avenue 
Chicago 

Dear  Sir: 

Thank  you  for  your  order  of  April  25, 
with  check  enclosed. 

The  goods  have  been  forwarded  to  you  by 
American  Railway  Express.  We  trust  you  will 
receive  them  in  satisfactory  condition. 

Receipted  bill  is  enclosed. 

Yours  very  truly, 
OGDEN  AND  MARSHALL 
JC/AV 


THE  BUSINESS  LETTER 


209 


be  combined  with  the  acknowledgment.  If  for  some  reason  delay- 
in  filling  the  order  is  necessitated,  then  the  letter  of  acknowledgment 
should  inform  of  the  fact,  and  explain. 

Claim. — In   the  event  of   merchandise  delivered    not   being    as 
ordered,  the  purchaser  may  write  a  letter  asking  to  have  correction 

Letter  of  claim 


2710  Maryland  Avenue 
Baltimore,  Maryland 
November  12,  1925 

Suffolk  and  Ott 

18  Chesapeake  Avenue 

Baltimore,  Maryland 

■ 

Gentlemen: 

May  I  ask  you  to  correct  two  errors  made 
in  my  account  for  October  ? 

I  am  returning  your  bill  in  this  letter,  with 
the  items  in  which  error  has  been  made,  underlined 
with  blue  pencil. 

Thank  you. 

Very  truly  yours, 

(End.) 

Jack  Kennedy 

or  adjustment  made.  Such  a  letter  is  called  a  claim  letter.  It  used 
to  be  called  a  letter  of  complaint,  and  business  establishments  used 
to  maintain  departments  called  complaint  departments.  But  the 
word  complaint  has  no  place  in  business  today.  It' has  a  disagree- 
able connotation  when  used  in  reference  to  business  dealings.  It 
implies  ruffled  temper  and  bad  feelings.  It  has  been  obliged  to  give 
way  to  the  better  word  claim.  The  maintenance  of  good  feeling  in 
a  transaction  is  one  of  the  first  requisites  for  bringing  that  trans- 


210 


THE  ENGLISH  OF  COMMERCE 
Letter  of  claim 


99  Peters  Street, 
Atlanta,  Georgia, 
December  12,  1926. 
The  Carlton  Company, 
140  Whitehall  Street, 
Atlanta,  Georgia. 

Gentlemen: — Please  note  the  following  errors  made 
in  the  filling  of  my  order  of  December  fifth: 


Received 
I  pr.  shoes,  size  10 
10  yds. 
J^  doz. 
I  bottle 


Ordered 
I  pr.  shoes,  size  8 
20  yds.  braid  (like  enclosed) 

1  doz.  spools  black  silk — A2 

2  bottles  Sozodont 

I    shall    appreciate    your    immediate 
attention  to  the  adjustment  of  these  errors. 

Very  truly  yours, 

Emily  Tod 

(Mrs.  Quentin) 


action  to  a  satisfactory  conclusion.     The  following  will  rarely  do  it, 
or  if  it  does  will  create  bad  feeling  at  the  other  end: 

Why  don't  you  send  the  goods  I  ordered  two  weeks  ago  ? 
If  you  cannot  give  me  better  service  than  this,  I  shall 
have  to  deal  elsewhere. 

This  will  get  a  favorable  reaction: 


The  goods  I  bought  of  you  two  weeks  ago  have  not 
been  delivered  as  yet.  I  know  that  traffic  has  been  and 
still  is  congested,  and  that  the  delay  is  probably  no 
fault  of  yours.  But  will  you  please  look  into  the  mat- 
ter for  me? 


THE   BUSINESS  LETTER 
Letter  inviting  claim  (see  page  215) 


211 


19  East  Third  Street 
St.  Paul,  Minn. 
May  I,  1921 

Mrs.  Herbert  Greer 
435  Summit  Avenue 
St.  Paul,  Minn. 

Dear  Madam: 

It  has  been  a  long  time  since  we  have  had  the  plea- 
sure of  serving  you — to  be  exact,  not 
since  July  1920,  almost  a  year! 

We  are  wondering  what  has  happened  to  cause 
your  discontinuance  of  trade  with  us. 
If  we  have  fallen  short  or  failed  to 
please  you  in  any  way  at  all,  why,  by 
all  means  let  us  know,  so  that  we  may 
make  amends  for  old  shortcomings 
and  strive  harder  than  ever  to  avoid 
future  ones. 

May  we  hope  to  have  a  word  from  you  in  the  very 
near  future,  or,  better,  a  personal 
call? 

Very  truly  yours, 
Charles  Schimko 
For  THE  BLAIR  CO. 

CS/14 

P.  S.  We  are  taking  the  liberty  of  enclosing  for 
your  consideration  the  latest  booklet 
issued  from  our  millinery  department. 
We  thought  you  might  be  interested 
in  it. 


212 


THE  ENGLISH  OF  COMMERCE 
A  wrong  kind  of  claim  letter  (see  page  216) 


1758  Frankfort  Avenue, 
Louisville,  Kentucky,  July  10,  1920. 

Monarch  Grocery  Company, 
Cor.  19  and  Chestnut  Streets, 
Lou-sville,  Kentucky. 

My  dear  Sirs: 

What's  the  matter  with  you  people? 
Can't  you  fill  a  simple  little  order  consisting  of  six 
items  and  amounting  to  only  five  dollars,  without 
obliging  a  customer  to  write  for  correction? 

I  ordered  Pineapple  at  27>^c.,  reduced 
from  35c.,  and  you  have  sent  me  canned  peaches  at 
25c. !  I  ordered  one  dozen  jars  of  the  pineapple 
and  you  have  sent  me  a  half  dozen  of  the  peaches. 
Was  there  ever  such  stupidity !  !  ! 

Have  your  wagon  call  and  make  this 
right,  or  NO  MORE  BUSINESS  FROM  ME. 

Very  truly  yours, 
Francis  Murphy. 


Accounts  rendered  may  be  wrong  and  sent  back  for  correction. 
Goods  may  be  delayed  in  delivery;  they  may  be  impaired  or  broken 
when  delivered ;  they  may  not  be  as  cataloged  or  advertised ;  on  being 
examined  at  home  they  may  not  satisfy  the  customer  and  an  exchange 
may  be  requested.  These  are  some  of  the  causes  that  justify  claim 
letters.  Whatever  the  trouble  may  be,  it  should  be  explained  accu- 
rately and  politely.  The  required  adjustment  should  be  requested. 
Definite  arrangement  should  be  made  for  having  goods  called  for 
and  re-delivered. 

Adjustment. — Every  good  business  firm  is  eager  to  satisfy  just 
claims.  It  is  not  only  right,  but  it  is  also  profitable,  to  do  so.  Large 
retail  shops  maintain  departments  of  claim  and  adjustment,  whose 


THE  BUSINESS  LETTER  213 

Letter  of  acknowledgment  with  adjustment  (see  page  206) 


LORD  and  TAYLOR 

Fifth  Avenue  &  38  Street 

New  York  City 

May  22 

1922 

Mrs.  Josephine  McCallion 
180  Dorchester  Road 
Brooklyn,  N.  Y. 

Dear  Madam: 

Thank  you. 

We  acknowledge  receipt  of  your  order  of 
May  21,  1922,  amounting  to  twenty-seven  dollars 
and  one  cent  ($27.01).  It  will  be  given  immediate 
attention. 

Permit  us  to  call  your  attention  to  the 
price  of  black  silk  stockings  listed  in  your  order  for 
three  pairs  at  two  dollars  ($2.00)  a  pair.  Our  stock 
at  this  price  is  exhausted. 

Rather  than  delay  the  filling  of  your  order, 
however,  we  are  sending  you  stockings  at  two  dol- 
lars and  seventy-five  cents  ($2.75),  the  lowest-priced 
quality  now  carried  by  us. 

In  case  this  is  not  satisfactory,  please 
notify  us  and  we  shall  have  our  wagon  call  for 
them. 

Very  truly  yours, 

LORD  AND  TAYLOR 
per  JCE 

JCE  .  .  .  A 


sole  business  is  to  attend  to  the  claims  made  by  customers  and  adjust 
them  satisfactorily.  Letters  written  by  these  departments  in  reply 
to  claim  letters  are  called  letters  of  adjustment. 


214 


THE  ENGLISH  OF  COMMERCE 
Letter  of  adjustment 


June  30,  1924 

Mr.  Joseph  Lertora 

125  Vine  Street 

Cincinnati,  Ohio 

Dear  Sir: 

We  regret  that  an  error  was  made  in  filling 

your  order  of  June  27,  1924,  and  we  hasten  to  make 

correction  at  once. 

The    bearer    brings    you    one-half    dozen 

black  silk  sox,  size  io>^,  which  you  ordered. 

We  shall  be  obliged  if  you  will  hand  to 

him  the  half  dozen  black  silk  sox,  size  ii>^,  deliv- 

\    ered  to  you  by  mistake. 

'                                                 Very  truly  yours, 

i                                   The  Herter-Lafayette  Company, 

By  J.  V.  L. 

JVL  ...  5 

I 


The  element  of  courtesy  is  most  important  in  the  letter  of  adjust- 
ment. No  matter  how  ill-tempered  the  claimant  may  be,  the  ad- 
juster must  keep  calm,  cool,  and  courteous.  Regret  should  be 
expressed  in  the  adjustment  letter  for  causing  trouble  or  annoyance 
to  a  custorner.  It  may  be  well  to  explain  how  error  occurred  in  fill- 
ing an  order  or  how  delay  or  breakage  was  caused  in  delivery.  It 
should  assure  the  customer  that  adjustment  is  being  made  promptly. 
Some  firms  even  go  so  far  as  to  enclose  a  stamped,  addressed  envelope 
in  letters  of  adjustment  in  order  that  the  customer  may  O.  K.  the 
transaction  as  finally  corrected. 

In  case  a  customer  has  suffered  unusual  loss  or  disappointment, 
the  letter  of  adjustment  may  well  contain  certain  sales  elements. 
Special  offers  may  be  made.  Enclosures,  credit  slips,  novelties,  and 
the  like  may  go  far  in  compensating  for  an  unfortunate  transaction 
and  encouraging  further  dealing.     While  all  business  houses  strive 


THE   BUSINESS  LETTER 
Letter  of  adjustment 


215 


303  North  Broadway 
St.  Louis,  Mo. 
June  20,  1 92 1 

Mrs.  Barnes  Janow 
419  St.  Louis  Avenue 
East  St.  Louis,  Mo. 

Dear  Madam: — Thank  you  for  calling  our  attention 
to  the  error  made  by  us  in  filling 
your  order  of  June  18,  1921. 

We  are  exceedingly  sorry  that  you 
have  been  caused  this  annoyance, 
and  we  are  doing  everything  in  our 
power  to  adjust  the  matter  at  once. 

Will  you  please  sign  the  enclosed 
card  and  hand  it  to  the  messenger 
on  his  delivery  of  the  proper  mer- 
chandise? This  is  your  guarantee 
and  our  receipt. 

Very  truly  yours, 

BEDELL  AND  YAGER 

DD/RV 


to  keep  errors  at  a  minimum  and  the  good  will  of  their  customers 
at  a  maximum,  they  are  nevertheless  aware  that  mistakes  will  occur 
in  spite  of  the  keenest  vigilance,  and  they  therefore  not  only  gladly 
correct  them  but  they  also  build  new  trade  upon  them.  One  caution 
is,  however,  necessary:  The  mistake  of  over-explanation  should  be 
guarded  against.  To  be  over-eager  in  explaining  how  and  why  error 
occurred,  and  over-obliging  in  adjusting,  may  be  just  cause  for  sus- 
picion. 

Certain    concerns,  especially  mail   order    houses,    invite     claims 
(see  page  211).     This  means  that  they  watch  their  mailing  lists  closely 


2l6  THE  ENGLISH   OF   COMMERCE 

A  wrong  kind  of  adjustment  letter  (see  page  217) 


July  II,  1920 

Francis  Murphy,  Esq. 
1758  Frankfort  Avenue 
Louisville,  Kentucky 

Dear  Sir: 

Nothing's  the  matter  with  us.  Write  your 
orders  legibly  and  then  they  won't  be  misunderstood 
and  wrongly  filled.  Anybody  who  writes  "pine- 
apple" to  look  like  "peaches"  deserves  to  be  put 
to  a  little  inconvenience. 

Our  wagon  will  call,  not  specially,  but  on 
its  regular  round.  AND  losing  your  custom  isn't 
going  to  put  us  out  of  business  either — SEE  ? 

Truly  yours, 

MONARCH  GROCERY  CO. 


and  keep  them  alive  by  means  of  letters.  Those  on  the  lists  who 
have  not  made  purchases  for  some  time  are  addressed  and  asked 
the  cause  of  their  silence.  Hope  is  expressed  that  nothing  has  oc- 
curred in  former  dealings  to  justify  the  discontinuance  of  patronage. 
New  and  unusual  offerings  are  mentioned,  and  attractive  enclosures 
are  included  in  the  letter.  Such  letters  unite  the  elements  of  inquiry, 
claim,  and  adjustment  all  in  one. 


PROBLEMS 

1.  Write  a  letter  to  Sears,  Roebuck  and  Company,  Chicago,  ordering  several 
articles  from  their  catalog.     (See  Chapter  VHL) 

2.  Write  a  letter  to  the  Eastman  Kodak  Company,  Rochester,  New  York, 
ordering  a  kodak.     (See  Chapter  VHL) 

3.  Write  letters  of  acknowledgment  from  Sears,  Roebuck  and  Company  and 
the  Eastman  Kodak  Company  respectively,  in  answer  to  your  letters  written  under 
I  and  2. 


THE  BUSINESS  LETTER  217 

The  proper  way  to  answer  the  irritable  claimant  (see  page  216) 


Francis  Murphy,  Esq. 
1758  Frankfort  Avenue 
Louisville,  Kentucky 

July  II,  1920 

My  dear  Mr.  Murphy: 

You  are  quite  justified  in  being  annoyed 
with  our  stupid  error  in  filling  your  order. 

We  have  no  excuse  to  offer,  except  that 

mistakes  will  happen  in 

the  best-regulated  of  busi- 

ness  institutions. 

But  our  wagon  is  coming  around  this  min- 
ute with  thirteen  jars  of  the  brand  of  pineapple  you 
ordered — one  extra  for  the  sake  of  our  good  old 

trade  relations. 

Please  let  the 

man  have  the  half  dozen 

jars  of  peaches — and  we 
blunder  occur  again. 

'  promise  not  to  let  such  a 

Regretfully, 

J.  B.  Coward 

for 

MONARCH  GROCERY 

JBC/AR 

4.  Write  a  note  to  your  teacher  claiming  that  your  work  for  the  term  should 
justify  your  receiving  higher  marks. 

5.  Write  a  letter  to  a  friend  of  yours  in  another  school  who  Is  dissatisfied  with 
the  results  of  a  contest  his  school  played  with  yours.  Show  him  that  the  decision, 
which  was  in  your  favor,  was  just  and  fair. 

6.  As  manager  of  a  school  team  you  cannot  understand  why  you  have  not  heard 
or  received  a  challenge  from  the  team  of  a  nearby  rival  school.  Write  a  letter  of 
inquiry  and  invitation  to  the  athletic  manager  of  the  other  school. 

7.  Assume  that  goods  delivered  you  by  a  shop  in  your  town  are  not  as  ordered. 
Write  a  letter  asking  for  adjustment. 

8.  Write  the  reply  of  the  shop  to  your  letter  written  under  7.  Let  it  contain 
sales  opportunities,  and  enclosures. 


2l8 


THE  ENGLISH  OF   COMMERCE 
Adjustment  form 


While  you  remitted  $  to  pay 

order  No.  ,    the    total    cost    amounted    to 

$ 

Rather  than  cause  you  inconvenience  by 
delay,  the  shipment  went  forward  immediately. 

We  keep  no  charge  accounts;  therefore  this 
small  amount  must  remain  open  on  memorandum 
until  paid,  and  we  would  appreciate  remittance  in 
small  envelope  supplied  herewith  at  your  earliest 
convenience,  so  the  transaction  can  be  closed  with- 
out further  annoyance  to  you. 

R.  H.  MACY  &  CO. 


Adjustment  form 


Enclosed  please  find  refund  of 
due  you  on  account  of 

If  this  is  not  in  accordance  with  your 
understanding  of  the  transaction,  please  do  not 
return  the  remittance  but  return  this  letter  with 
your  comments  on  the  reverse  side. 

We  take  this  occasion  to  express  our  appre- 
ciation of  your  patronage. 

R.  H.  MACY  &  CO. 
F.  1084 


9.  As  manager  of  your  school  cooperative  shop  write  the  following  letter  series: 

— To  a  dealer  in  athletic  goods  inquiring  as  to  stock  and  prices. 

— From  the  dealer  to  you  informing  you  as  to  stock  and  prices. 

— ^To  the  dealer  ordering  goods. 

— ^From  the  dealer  acknowledging  order. 

— ^To  the  dealer  making  claim. 

— From  the  dealer  adjusting  claim. 

— From  the  dealer  notifying  you  that  your  bill  is  overdue. 

10.  Devise  other  letter  series  such  as  that  under  9  and  compare  the  letters  of 
each  step  that  are  written  by  diflferent  members  of  the  class. 


THE  BUSINESS  LETTER  219 

SECTION  22 

Sales. — ^When  a  salesman  sells  goods  to  a  customer  across  the 
counter,  he  has  the  advantage  of  the  man-to-man  situation,  of  the 
immediate  question-and-answer  contact,  of  the  actual  display  of 
goods,  and  of  all  the  other  direct,  concrete,  individual  elements  that 
make  for  the  quickening  of  the  selling  process.  When  he  sells  goods 
by  letter,  he  is  confronted  with  the  problem  of  transferring  to  paper, 
as  far  as  possible,  all  those  features  of  the  personal  sale  that  make 
it  a  live,  glowing,  pulsating  relationship.  This  calls  for  a  high  degree 
of  skill  to  be  attained  only  by  means  of  study  and  practice  and  expe- 
rience. The  only  short-cut  route  to  mastery  in  the  difficult  art  of 
sales  letter  writing  is  genius,  and  even  that  may  profitably  stop  to 
study  and  pause  to  practice. 

If  you  write  three  paragraphs  to  a  man,  telling  him  how  great 
your  manager  is,  he  will  not  be  interested;  he  will  probably  not  even 
attend  to  or  read  all  that  you  have  said.  But  write  him  three  para- 
graphs telling  him  how  great  you  think  he  is,  and  you  will  get  one 
hundred  per  cent  attention  and  interest  to  your  letter.  In  other 
words,  feature  YOU  in  sales  letters  sufficiently  to  show  that  your 
motive  in  writing  is  to  aid  and  to  serve  the  prospect.  But  do  not 
flatter;  do  not  over-accent  YOU.  Make  the  letter  personal  to  the 
prospect;  give  it  the  flavor  of  a  personal  conversation;  let  it  represent 
his  point  of  view,  his  needs,  his  desires  and  inclinations. 

(i)  Attention  and  interest,  the  first  qualities  of  a  sales  letter  in 
order  as  in  importance,  require  that  the  letter  start  with  directness 
and  immediateness.  As  it  is  in  the  beginning  of  a  sales  letter,  so  it 
will  be  in  the  end.  The  following  are  beginnings  of  sales  letters  that 
have  been  successful: 

— Good  morning! 

— Your  friend  Jones  told  me  the  other  day 

— For  twenty  years  he  was  an  exile 

— Speaking  of  athletic  goods,  have  you  seen 

— ^Are  you  fond  of  olives  ? 

— You  should  have  seen  that  game  between 

These  were  more  or  less  remote  from  the  letter  themes  that  they 
prefaced,  but  they  attracted  and  interested.  They  touched  human 
interests. 


220  THE  ENGLISH   OF   COMMERCE 

It  IS  always  safe  to  begin  a  sales  letter  with  a  suggestion  that  has 
a  wide  appeal  to  emotion  or  intelligence.  Practically  all  people  are 
interested  in  sport,  adventure,  work  of  some  kind,  everyday  stories 
dealing  with  love  or  fear  or  bravery  or  public  affairs,  and  the  sales 
letter  writer  is  beginning  safely  when  he  plays  up  one  of  these  at  the 
opening  of  his  letter.  If  he  can  adjust  his  letter  nicely  to  the  imme- 
diate interests  of  his  prospect,  so  much  the  better.  The  best  sales 
letters  are  those  that  are  adapted  to  the  work  and  activity  of  the 
people  to  whom  they  are  addressed.  But  what  is  written  must  not 
appear  intrusive.  And  in  the  attempt  to  open  a  sales  letter  in  a 
stimulating  manner,  the  writer  must  be  careful  not  to  appear  smart 
or  flippant  or  commanding. 

(2)  To  create  desire  for  and  establish  belief  in  the  article  for  sale 
should  be  the  next  aim  of  the  sales  letter  writer.  He  should  know 
the  special  characteristics  of  his  prospect  and  "write  to  them."  It 
is  impossible,  of  course,  where  large  numbers  of  prospects  are  ad- 
dressed, to  know  each  one  individually.  But  they  may  be  grouped 
and  classified,  and  thus  appealed  to  as  individuals  within  a  given 
group.  Enclosures,  pictures,  charts,  diagrams,  booklets,  and  the 
like  may  be  used  to  create  desire.  A  demonstration  by  means  of 
pictures  showing  how  a  commodity  is  operated  may  develop  desire 
into  belief.  By  word  and  sentence  and  paragraph  the  commodity 
may  be  described  and  explained  from  exactly  the  points  of  view  of 
peculiar  interest  to  the  prospect.  The  letter  may  inspire  questions 
that  offer  opportunity  by  way  of  convincing  information  in  reply. 
Reality  and  concreteness  should  be  brought  to  bear  just  as  much 
as  possible  in  establishing  belief  in  a  commodity.  Illustrative  mat- 
ter should  be  sent  in  the  sales  letter.  Sent  separately,  it  loses  some- 
thing of  its  appeal,  for  it  rarely  arrives  with  the  letter,  and  the  detach- 
ment of  the  matter  from  the  letter  interrupts  the  prospect's  attention. 

There  are  three  special  appeals  that  may  be  depended  upon  to 
beget  desire  and  belief  in  a  prospect:  pride,  fear  of  loss,  eagerness  for 
profit.  Whatever  the  commodity  you  are  selling,  one  or  all  of  these 
may  almost  invariably  be  used  to  advantage.  They  are  very  human 
qualities,  and  they  are  applicable  to  most  salable  articles.  If  you 
can  prove  to  a  prospect  that  he  not  only  has  nothing  to  lose  but 
much  to  gain  in  purchasing  something  you  have  to  offer,  you  go  a 


THE   BUSINESS  LETTER  221 

An  excellent  sales  letter  featuring  human  interest  and  sense  appeal 


March  Twenty  Fourth 
Nineteen  Twenty 

My  dear  Mr.  Blank: 

What  can  you  find  half  so  toothsome  as  Vermont 
Maple  Sugar  at  this  season?  Even  sounds  like 
spring  to  mention  it.  And  the  taste !  !  This  isn't 
any  ordinary  maple  sugar.  It  is  so  creamy  that  it 
would  melt  in  your  fingers  if  you  kept  a  piece  there 
a  minute.  But  you  don't.  You  pop  it  in,  and 
then  it  melts  where  it  should. 

You  never  eat  sweets?  You  will  forget  that  with 
the  first  crumb  of  Maple  Cream,  and  you  will  not 
regret  your  indulgence  either.  Of  course  you  would 
not  eat  much  of  it  before  dinner.  No  one  would. 
But  this  is  perfectly  pure  sugar  made  from  sap  that 
only  two  weeks  ago  was  bringing  wholesome  life 
back  to  the  maple  trees  of  good  old  Vermont. 
A  few  pieces  taken  with  dessert  will  aid  your  diges- 
tion. Besides,  it  will  drop  years  from  your  shoul- 
ders and  take  you  back  to  "Gran'pa's"  farm  at 
sugaring-off  time.  You  will  see  again  the  little  tin 
bucket  that  he  used  to  let  you  hang  on  the  tap 
fixed  in  the  big  maple  out  by  the  corn  crib.  Re- 
member the  time  the  cow  got  into  the  barn  lot  and 
drank  the  sap  ? 

You  will  like  this  sugar.  Even  the  rosy  memory  of 
boyhood  will  tell  you  that  this  is  the  best  ever.  Your 
box  is  waiting  for  you  at  the  address  and  with  the 
compliments  of  the  writer.  No  rush,  of  course,  but 
the  sooner  you  get  it,  the  more  like  spring  it  will 
taste. 

Candiedly  yours, 
Brooks  Barton 


P.  S. 
park. 


I  heard  a  song  sparrow  this  morning  in  the 


222 


THE  ENGLISH   OF   COMMERCE 


The  two  letters  below  are  from  an  article  That  Subtle  Something  hy 

Maxwell  Drake,  in  The  Mailbag,  and  are  used 

here  hy  special  permission 


Attention  and  Interest — 


Desire  and  Belief- 


Resolution  and  Action- 


Dear  Mr.  Blank: 

Time  and  again  you've  said: 

"I  don't  know  a  thing  about  carburetors, 
ignition,  or  transmission.  But  I  know  exactly 
what  I  expect  a  motor  truck  to  do  for  me." 

You  are  looking  for — 
— a  truck  that  will  deliver  your  goods  where  you 
want  them,  when  you  want  them,  and  without 
any  fuss  or  foolishness — 

— a  truck  that  is  always  "good-natured, "  demand- 
ing no  holidays  or  "off"  days — 
— a  truck  that  will  not  "eat  its  head  off"  and 
bankrupt  you  with  gasoline  bills. 

If  that's  the  way  you  size  up  the  proposition, 
we  can  have  a  mighty  interesting  chat  with  you 
about  ^^"^•^''  motor  trucks  and  the  work  they 
are  doing  for  folks  you  know. 

It  will  take  you  just  about  a  quarter  of  a 
minute  to  fill  out  the  attached  card.  It  has 
taken  us  a  quarter  of  a  century  to  be  able  to 
answer  it  properly. 

Very  truly  yours, 


great  way  toward  making  him  buy.  If  you  can  show  him  that  his 
friends  and  acquaintances  have  already  bought,  you  touch  his  pride. 
In  other  words,  as  a  human  being  he  can  be  made  to  see  why  he 
should  buy,  provided  you  make  use  of  these  far-reaching  human 
appeals  in  selling  him. 

(3)  Resolution  and  action  come  next  in  the  sales  letter  process. 
To  attend,  to  be  interested,  to  desire,  to  believe — these  do  not  neces- 
sarily imply  resolution  and  action.  You  may  nine  times  out  of  ten 
make  them  mean  resolution  and  action,  however,  by  certain  methods. 
If  you  are  privileged  to  offer  special  inducements,  such  as  "pre- 
miums," "free  trial,"  "money  refunded  if  not  satisfied,"  "special 


THE   BUSINESS  LETTER 


223 


Attention  and  Interest- 


Desire  and  Belief- 


Resolution  and  Action- 


Dear  Mrs.  Blank: 

"Oh,  the  worry  of  shopping  /" 

When  you've  visited  half-a-dozen  stores,  look- 
ing, looking,  looking  for  just  the  right  shade  or 
size — when  you're  tired,  cross  and  nervous — 

Then — 

Won't  you  drop  in  at  our  delightfully  restful 

Phonograph  Parlor,  just  across  from  the  

Building?  'Tis  indeed  a  pleasant,  cheerful  little 
shop,  fitted  up  with  big,  easy  chairs — as  cosy  a 
nook  as  ever  you  saw. 

While  you're  resting  and  all  comfy,  just  tell 
us  what  music  you  would  like  to  hear.  Right 
gladly  will  we  play  your  favorite  selections,  and 
the  new  ^  ' ''  "     and  •'  '"'"^    records. 

No  one  will  urge  you  to  purchase — nor  do  we 
want  you  to  feel  that  you  are  under  any  obliga- 
tion to  us.  This  is  just  an  invitation  to  come  in 
and  get  acquainted. 

So,  please  make  our  store  your  uptown  home. 
Arrange  to  meet  your  friends  here.  Come  to  see 
us  often.  It  will  please  us  very,  very  much  to 
have  you  do  so. 

And  another  thing:  Many  of  our  friends  find 
it  convenient  to  have  phonograph  records  sent  to 
their  homes  on  approval.      We  are  always  mighty 
glad  to  fill  YOUR  telephone  orders. 
Truly  yours. 


price,"  you  may  easily  clinch  the  sale.  The  enclosure  of  order  blanks 
and  of  other  devices  for  making  purchase  easy  for  the  prospect 
encourages  quick  action.  And  throughout  the  sales  correspondence, 
the  constant  assumption  on  the  part  of  the  letter  writer  that  a  sale 
is  to  be  made,  is  the  essential  attitude.  Radiate  sincerity,  optimism, 
readiness  and  willingness  to  explain  the  commodity,  and  genuine 
interest  in  the  affairs  of  your  prospect,  in  every  sales  letter  you  write. 
Then  attention  and  interest,  desire  and  belief,  resolution  and  action 


224  THE  ENGLISH  OF  COMMERCE 

on  his  part  will  be  more  or  less  voluntary.  He  will  be  more  likely 
to  think  that  he  has  sold  to  himself,  and  this  is  the  very  best  thing 
that  can  happen  in  the  sales  process. 

In  conclusion,  cultivate  the  power  of  suggestion  in  your  sales 
letters.  Say  a  few  things  well,  and  leave  the  rest  to  the  imagination 
of  your  prospect.  Do  not  attempt  to  say  it  all.  Be  brief,  yet  com- 
plete. Tell  your  story  in  one  hundred  words  if  you  can.  Have  a 
definite  reason  for  every  sales  letter  you  write,  and  build  your  letter 
plan  around  this  reason.  Do  not  make  the  mistake  of  being  too 
snappy  and  clever.  Even  if  it  is  your  custom  to  talk  in  puns  and 
sparkle,  you  had  better  not  write  that  way.  The  average  American 
language  is  the  language  best  understood  by  the  average  American 
to  whom  your  sales  letters  are  written.  Clever  devices  in  arrange- 
ment of  material  and  in  letterheads  are  good  just  as  long  as  they  are 
not  permitted  to  become  freakish.  Make  new  departures  and  inno- 
vations in  your  sales  letters  gradually.  Do  not  attempt  revolutions. 
Average  men  and  women  take  to  change  slowly. 

On  the  other  hand,  do  not  restrain  originality.  Play  up  words 
and  phrases  discreetly.  Vary  the  complimentary  closing — sometimes 
called  the  "get-away"  in  sales  letter  slang — in  keeping  with  the  con- 
tent of  your  letter,  if  you  like.  "Earnestly  yours,"  "Expectantly 
yours,"  "Yours  for  the  fifteenth,"  "Yours  sellingly,"  and  other  com- 
plimentary closings  like  these  have  been  used  with  good  results.  The 
postscript  may  be  used  to  excellent  advantage  in  a  sales  letter.  It 
has  been  called  the  "whip  cracker,"  because  it  can  be  used  to  clinch 
or  to  drive  home  some  particularly  salable  point.  Inducement  and 
special  offer  may  be  placed  in  a  postscript,  as  well  as  a  suggestion  for 
further  correspondence  or  reference  to  something  that  has  gone 
before.  After  all,  remember  that  in  the  writing  of  sales  letters  you 
may  break  all  rules  but  one,  ignore  all  suggestions  but  one :  Be  courte- 
ous. Clearness  gets  understanding.  Brevity  gets  careful  reading. 
Conviction  gets  business.     Courtesy  gets  all  these — and  more. 

FoUow-up. — Sales  letters  are  frequently  written  in  series.  In 
many  cases  it  would  make  a  single  sales  letter  too  long  to  attempt 
to  say  all  that  may  be  said  in  behalf  of  a  commodity.  It  may  be 
preferable,  moreover,  to  lead  prospects  up  gradually  to  the  purchas- 


[The  fourth  letter  in  a  sales  series  featuring  final  appeals  and  taking 
for  granted  a  favorable  reaction 


MAN  U  FACTURERS    OF 

©Iwrap  C^^^ff^^^..  Innercoat 

Wa-Terproof  Paj>brs 

Ash  LAND,  Mass. 


John  L.  Jone«  Comp&ny, 
Detroit,  Mich. 

Gentlemen: 

Kill  you  read  ajain  our  letter  of  yesterday? 

Of  course,  we  don't  know  Just  what  Uaterlalt 
you  are  now  using  to  ?ack  Nursery  Stock. 

We  presuBje,  however,  that  you  do  use  a  good 
deal  of  Burlap.  And  we  do  not  deny  that  Burlap  is  an 
excellent  Packing  Material. 

Althoueh  it  Isn't  Waterproof. 

But  think  of  the  price!  The  Burlap  Market  it 
high.  You  know  that. 

And  why  pay  that  price* 

«hen  ANOIER'S  KXEPDRY  will  give  you  Just  a< 
good,  yes  better  service,  at  about  half  the  cost. 

Think  that  over,  please. 

If  you  are  conservative  about  adopting  some- 
thing different;  or  if   for  a  Boaent  you're  skeptical 
of  what  we  say,— 

Ask  us  to  tell  you  the  names  of  some  of  the 
largest  Nurseries  in  this  country  who  have  switched 
over  to  KEEPDRy," 

To  their  profit. 

Let  us  ship  you  a  small  quantity  for  trial. 
ResMaber:  we'll  take  back  all  unused  rolls,  and  pay 
the  freight  both  ways  —  W  you're  not  satisfied. 


How  many  rolls,  what  grad 


Truly  yours , 
ANGira  UIXX 


ABHm 


22$ 


226  THE  ENGLISH  OF   COMMERCE 

ing  point  by  a  series  of  short  letters,  each  dealing  with  a  single  talk- 
ing issue.  A  certain  amount  of  information  and  education  may  be  ^| 
necessary  before  purchase  can  reasonably  be  expected.  Sometimes 
a  sales  letter  series  consists  of  but  three  or  four  letters,  sometimes  it 
consists  of  five  or  six  times  this  number.  Again,  the  number  in  a 
series  may  be  varied  with  place  or  season  or  class  of  prospect. 

Campaigns  for  establishing  old  business  or  creating  new,  or  for 
making  changes  in  service  or  price  or  commodity,  can  best  be  sold 
through  approximately  a  half  dozen  letters  in  a  series.  The  number 
must  vary,  of  course,  according  to  the  character  of  the  commodity. 
A  shorter  series  would  be  required,  under  normal  conditions,  to  sell 
clothing  than  to  sell  pianos.  Prospects  characterized  by  thrift  and 
economy  require  a  longer,  more  emphatic  series  of  sales  letters  than 
those  of  generous  and  luxurious  habits.  All  the  letters  for  a  cam- 
paign are  prepared  in  advance  of  sending  any  out.  The  time  be- 
tween the  mailing  of  the  various  numbers  in  a  series  varies,  as  a  rule, 
from  one  to  two  weeks.  Frequently  additional  intermediate  letters 
have  to  be  prepared  as  the  result  of  the  reactions  of  prospects. 

Every  letter  in  a  sales  letter  series  should  be  kept  a  complete 
unit  in  itself  and  at  the  same  time  it  should  link  the  whole  series  to- 
gether by  harking  backward  to  those  preceding  and  forward  to  those 
to  follow.  The  letters  in  a  series  may  deal  in  turn  with  the  appeals 
enumerated  above.  The  first  may  aim  merely  to  attract  and  inter- 
est; the  second  may  create  desire  and  establish  belief;  the  third  and 
perhaps  a  fourth,  may  aim  to  close  the  transaction.  Again,  the  first 
letter  in  a  follow-up  series  may  be  simply  explanatory  of  the  com- 
modity and  the  terms;  the  second  may  present  arguments  and  ap- 
peals; the  third  may  explain  difficult  points  and  answer  questions; 
the  fourth  may  introduce  the  machinery  for  closing  the  sale;  the 
fifth  may  consummate  the  transaction. 

In  some  campaigns,  no  attempt  is  made  to  develop  a  sequence  in 
the  sales  letter  series.  Rather,  each  letter  in  itself  is  a  complete  and 
independent  sales  argument.  Letters  of  this  kind  are  usually  longer 
than  those  written  according  to  the  genuine  follow-up  plan.  Some- 
times many  different  sets  or  kinds  of  letter  series  are  worked  out  for 
meeting  special  class  appeals.  Thus,  for  the  sale  of  a  single  com- 
modity, a  set  of  letters  may  be  prepared  for  business  men  only;  another 


THE  BUSINESS  LETTER  227 

An  excellent  dealer-help  letter  {see  page  233)  reproduced  hy  permission 
from  an  article  in  The  Mailbag  entitled  Cultivating  Con- 
servation BY  Correspondence,  by  Clarence  T.  Hubbard 


To  All  Representatives  of  The  Aetna  Companies: 
Enclosed  is  a  small  book. 
You  can  read  it  through  in  Seven  Minutes. 
It  is  the  story  of  a  man  who  DID  THINGS. 
A  man  who  KNEW  THE  VALUE  OF  TIME. 

A  man  who  considered  questions  superfluous  and  procrastinations  a  crime. 
"A  MESSAGE  TO  GARCIA"  was  written  by  Elbert  Hubbard,  who  went 
down  on  the  Lusitania. 

One  of  the  fine  things  about  life  is  that  it  frequently  outlives  the  individual. 
In  other  words.  Our  Acts  may  become  immortal,  irrespective  of  what  happens 
to  us. 

And  so  it  was  with  Hubbard's  "Message." 

To  the  men  intent  upon  success  or  "Attainment"  in  any  avenue  of  life,  the 
Conservation  of  Time,  the  ability  to  act  without  the  waste  of  precious  min- 
utes, is  invaluable. 

Wherever  a  man  neglects  to  Carry  Through  or  to  carry  on,  to  the  best  of  his 
ability — thus  making  it  necessary  to  REPEAT  his  errand  or  effort — right 
there  is  Lost  Motion,  Waste,  and  Extravagance. 

Our  object  in  sending  you  a  "Message  to  Garcia"  is  to  help  you  to  re-estab- 
lish your  Maximum  Effort  in  every  one  of  your  Company's  Undertakings, 
be  they  big  or  little. 

Again — Read  carefully  "A  Message  to  Garcia" — and  THINK  about  it. 
Very  truly. 


set  for  professional  men ;  another  for  women ;  still  another  for  farmers, 
and  so  on.  By  means  of  different  make-up  and  different  presenta- 
tion, the  letters  are  in  this  way  specialized  so  as  to  meet  many  differ- 
ent classes  of  people  more  effectively  than  could  possibly  be  the  case 
were  the  same  letter  sent  to  all. 

The  follow-up  letters  in  a  series  cannot,  of  course,  be  written  and 
signed  individually.  They  must  be  processed,  that  is,  stenciled,  and 
mimeographed,  multigraphed,  or  printed.  Any  letter  that  is  thus 
prepared  and  copied  in  large  numbers  is  called  a  form  letter.     In 


228  THE  ENGLISH  OF  COMMERCE 

Follow-up  to  prospects  who  have  replied  to  former  circulars,  hut  who 

haven't  bought 


Armour  &  Company, 

No.  Fort  Worth,  Texas. 

Gentlemen:  Attention  Mr.  J.  P.  Henderson. 

The  enclosed  letter  recently  received  from 
the  Plankinton  Packing  Company  tells  a  little  story 
that  should  prove  of  considerable  interest  to  you. 

For  the  Plankinton  Company  that  letter 
means  no  more  Burlap  Barrel  Covers  at  war  time 
prices;  no  more  moisture  or  dirt  getting  through  to 
the  contents  of  the  barrel ;  no  more  smeary,  illegible 
stenciling. 

In  short,  it  means  a  barrel  of  food — se- 
curely, safely,  and  sanitarily  packed.  It  means  a 
better  looking  package — and  money  saved. 

But  Plankinton  is  just  one  of  the  many 
who  have  discovered  the  efficiency  and  economy  of 
the  new  K1612  KEEPDRY  Sanitary  Barrel 
Covers. 

Armour  &  Company  has  purchased  about 
100,000  of  these  Covers  since  May  i.  Sulzberger 
of  Chicago  has  bought  5000.  The  Hammond  Pack- 
ing Company  has  also  bought  5000.  Kingan  & 
Company  of  Richmond,  The  Lima  Packing  Com- 
pany of  Lima,  and  Parker,  Webb  &  Company  of 
Detroit  are  a  few  of  the  others  who  have  adopted 
them. 

About  how  soon  will  you  be  able  to  report 
on  the  results  of  the  tests  you  are  making  with  the 
samples  recently  sent  you? 

Very  truly  yours, 

ANGIER  MILLS 

A.  B.  Hall 
ABH/H  Sales  Manager 


THE   BUSINESS  LETTER  229 

This  is  a  dictated  follow-up  to  thirty-four  old  nursery  customers 


The  Griffing  Brothers  Company, 
Jacksonville,  Fla. 

Gentlemen : 

I  was  just  looking  over  a  number  of  orders 
which  came  in  today's  mail  from  Nurseries — and  it 
occurred  to  me  that  you  haven't  yet  asked  us  for 
prices  on  KEEPDRY  for  your  Spring  Packing. 

We  are  now  in  a  position  to  make  you  some 
very  interesting  quotations — and  shall  appreciate  it 
if  you  will  let  us  know  about  how  soon  you  expect 
to  be  in  the  market  for  another  supply  of  this 
material. 

The  majority  of  our  Nursery  customers 
seem  to  prefer  their  KEEPDRY  in  sheets  cut  to 
size.  In  fact,  the  orders  for  sheets  which  we  have 
received  during  the  past  few  weeks,  have  kept  our 
new  automatic  sheeting  machine  red  hot  most  of 
the  time. 

We'll  quote  you  a  special  close  price,  either 
on  rolls  or  on  sheets,  just  as  soon  as  you  tell  us  the 
grade  you  wish,  the  number  of  rolls  or  sheets,  and 
the  dimensions. 

Very  truly  yours, 

ANGIER  MILLS 


ABH/B 


A.  B.  Hall 
Manager  of  Sales 


P.  S.  By  the  way,  did  you  receive  your  copy  of 
the  new  Sample  Book  which  we  sent  you  on  Jan- 
uary 23  ? 


view  of  this  wholesale  method  of  preparation,  there  is  danger  that 
form  letters  lose  the  much-desired  personal  quality  and  become  too 
mechanical.  This  is  one  reason  why  they  should  be  kept  brief  and 
why  attention-getting  devices  and  innovations  are  desirable.  The 
inside  address  is,  as  a  rule,  written  in  by  typewriter  after  the  letter 


A  dealer-help,  follow-up  letter  (No.  J) 


n^ErRQn:tMpca,USJL 


Jlr.  John  Bro?m, 
Brownsville,  Texas* 

Dear  Ux«  Brown: 

Now  that  you  hare  receired  your  new 
Twin-Six  we  want  to>  assist  you  in  maintaining 
that  high  standard  of  continuous  service  to  which 
you  are  entitled^ 

The  amoxmt  and  kind  of  service  needed 
will  depend  very  largely  upon  the  care  and  atten- 
tion which  the  car  receives* 

You  owe  it  to  yourself,  the  car,  and 
the  investment  to  looow  and  follow  the  Factory 
recommendations*   The  infomation  Book  which  you 
have  covers  these  points  fully  in  a  clear  practi' 
oal  way.   Please  m£Uce  sure  that  any  others  who  aro 
to  drive  the  car  understand  the  instiructione  also. 

By  the  terms  of  your  sales  contract 
you  are  entitled  during  the  first  thirty  days  to 
receive  gratis  inspections  and  adjustments,  and 
we  should  "be  very  pleased  to  have  you  bring  your 
car  to  our  Service  Station  for  this  purpose  during 
this  important  period  when  the  joar  is  "finding  it- 
self*. We  hope  you  will  feel  free  to  avail  your- 
self fully  of  our  service  facilities  at  all  times. 


\ 


Very   truly  yours, 

PACKARD  MOTOR  CAR  COUPAKY  of 
Fontiac* 


330 


A  dealer-help^  follow-up  letter  (No.  2) 


^£TRon:tMca,USJi. 


llr.  John  Brown, 
Brownsville,  Texas « 

Dear  Ur*  Brown: 

A  week  or  so  ago  we  urged  you  to 
bring  your  car  In  and  have  a  thorou^  in- 
epectlon  made.   Up  to  the  present  time  we  do 
not  seem  to  hare  heard  from  you  in  this  con- 
nection.  Possibly  our  letter  failed  to  reach 
you. 

We  take  pleasure  in  extending  our 
offer  for  one  week  longer  and  we  feel  sure 
that  you  will  take  advantage  of  it  before  the 
responsibility  passes  entirely  to  you«   We  cure 
not  setting  a  definite  time  for  this  inspection 
but  will  endeavor  to  suit  your  convenience  aibd 
trust  you  will  get  in  touch  with  us  in  this 
connection* 


Tours  very  truly, 


PACKARD  UOTOR  CAR  COlffABY  of 
Pontlao • 


231 


A  good  sales  follow-up  suggestion 


^ETRon:tMca.USJt, 


Brown  Truck  Company, 
Brovnsville,  Texas « 

,Attentloi^  lly>  amitft 

Oentlemen: 

Do  you  know  what  tbe  operation  and  care 
of  your.  Packard  tjruck  is  costing  you? 

Do  you  know  positively  which  type  of 
truck  is  mast  economical  for  any  certain  service? 

Would  you  like  to  have  a  definite  picture 
at  the  end  of  a  year's  service  of  Just  what  your 
Packard  truck  accomplished  and  what  it  cost  to  do 
it? 

The  Packard  Factory  Truck  Sales  Depart- 
ment has  Just  completed  a  record  form  in  ^rtiich  can 
he  entered  complete  truck  data  for  an  entire  year, 
and  we  are  prepared  to  supply  you  with  this  form 
for  your  convenience.   If  you  desire,  we  shall  l>o 
glad  to  e;q?lain  this  to  you  fully. 


Yours  very  truly, 

PACKARD  UOTOR  CAR  COlffAHY  of 
Pontiae* 


332 


THE  BUSINESS  LETTER  233 

has  been  processed.  Care  should  be  exercised  to  keep  this  uniform 
with  the  rest  of  the  letter.  The  ink  should  match  exactly.  The 
inside  address  is  the  part  of  a  form  letter  that  gives  it  away.  As 
a  rule  the  ink  with  which  it  is  written  does  not  match  the  ink  used  in 
the  body  of  the  letter.  For  this  reason  some  houses  prefer  to  omit 
the  inside  address  from  their  form  letters,  or  to  send  out  letters  in 
such  numbers  only  as  they  are  able  to  give  individual  attention  to. 

A  DEALER-HELP  letter  is  a  letter  sent  by  a  jobber  or  a  manufac- 
turer to  a  dealer  to  assist  him  in  sales,  to  keep  him  informed  about 
the  commodity,  and  to  create  and  maintain  good  relations.  It  is  a 
competing  letter,  for  more  than  one  jobber  and  manufacturer  may  be 
writing  him  for  sales  purposes.  He,  being  interested  solely  in  the 
profit  to  himself  accruing  from  the  sale  of  the  commodity,  is  some- 
times a  particularly  difficult  prospect  to  meet  by  letter.  He  may 
be  appealed  to  most  strongly  by  the  arrangement  of  terms.  Letters 
sent  to  him  have  to  be  adapted  nicely  to  his  particular  community 
and  to  conditions  of  competition.  As  a  rule  he  receives  form  letters 
only,  but  the  mechanical  element  is  frequently  subordinated  to  dis- 
play letterheads,  snappy  English,  and  striking  make-up. 

Follow-up  systems  of  letters  should  not  be  permitted  to  become 
a  nuisance.  If  a  system  is  too  long,  or  if  the  letters  are  sent  out  at 
too  frequent  intervals,  prospects  may  become  annoyed  and  throw 
the  mail  matter  into  the  waste-basket  unread — unopened — if  the 
envelope  gives  away  the  sources  of  the  annoying  materials. 

Collection. — The  tactful  and  successful  collection  letter  is  a  most 
difficult  one  to  write.  People  who  are  habitually  slow  payers  or  who 
are  financially  embarrassed,  are  by  no  means  easy  to  convince  that 
their  bills  must  be  paid.  The  writer  of  collection  letters  aims,  how- 
ever, to  get  them  to  pay  quickly  and  at  the  same  time  keep  them  in 
good  humor.  He  must  keep  in  good  humor  and  be  courteous  always, 
though  he  may  have  great  provocation  to  be  otherwise.  He  must 
treat  the  indebtedness  as  a  righteous  obligation  and  at  the  same  time 
avoid  giving  offence.  He  must  keep  his  appeal  short,  live,  pointed, 
and  yet  charge  his  message  with  unmistakable  insistence  and  knowl- 
edge of  human  nature.  And  he  must  have  his  delinquents  individual- 
ized in  such  a  way  as  to  be  able  to  apply  the  most  salient  arguments 


234  THE   ENGLISH   OF   COMMERCE 

Space  does  not  permit  of  reproduction  in  full  of  the  following  collection 
story.  The  seven  letters  here  presented,  however,  contain  the 
salients  of  the  story.  It  will  he  an  interesting  exercise  for  pupils 
to  supply  the  missing  links 


Dear  Sir: 

When  you  wanted  gloves  last  January 
we  sent  them  promptly.   Gave  you  the  "best  we 
had  and  made  you  liheral  terms. 

I  am  satisfied  you  expected  to  pay  for 
them  as  agreed.  I  know  you  are  perfectly  square 
and  INTEND  to  treat  us  alDsolutely  right. 

Has  it  occurred  to  you  YOU'RE  NOT 
DOING  IT? 

Your  account  is  some  time  past  due  and 
I've  sent  you  several  statements  and  written  you 
THREE  TIMES!   You've  not  even  replied! 

Have  you  heen  sick  or  away  from  home, 
or  WHAT  IS  WRONG? 

We  were  very  much  pleased  with  reports 
on  your  credit  rating  at  the  time  you  opened 
this  account — a  fact  which  makes  our  present 
disappointment  all  the  more  painful. 

Here»s  an  envelope.   WITH  A  STAMP  ON 
IT! 

RIGHT  THIS  MINUTE,  while  you  have  it 
in  mind,  just  turn  this  sheet  over  and  write 
me  on  the  hack  of  it.   Pin  your  check  to  it 
and  mail  it.   If  you  can't  send  the  full  amount 
send  what  you  can,  hut  don't  let  this  letter  go 
without  a  reply. 

Sincerely  yours, 

^.  ^  ^  ^  ^  GEO.  H.  HARVEY,  JR. 

Dictated  hy  Manager. 

Mr.  Harvey,  Jr.  ° 


THE  BUSINESS  LETTER  '235 

2 


Dear  Sir: 

We  are  still 
waiting  returns 
on  your  past  due 
inde"btedness . 

The  amount's  $51.00. 

Why  the  delay 
in  payment? 

? 

? 

9 


GEO.  H.  HARVEY,  Jr 
Manager. 


Dear  Sir: 

Why  haven't  you  answered  my 
letters?   If  YOU  asked  a  man  a  question 
you'd  expect  a  reply- 

WOULDN'T  YOU? 

We've  "been  fair  with  you. 
And  of  course  you  INTEND  to  he  fair 
with  US. 

Then  WHY  AREN'T  YOU? 
W-H-Y?  -  W-H-Y?  -  W-H-Y? 

Tell  me.   I'm  curious  to  know. 

Yours  very  truly, 

GEO.  H.  HARVEY,  JR. 
Dictated  by  Manager. 

Mr.  Harvey,  Jr. 


236*  THE  ENGLISH  OF  COMMERCE 

4 


Dear  Sir: 

Having  become  a  subscriber  to  the 
rating  system  operated  by  the  American  Mer- 
cantile Agency,  and  having  secured  its  ser- 
vices to  ascertain  the  value  of  our  accounts 
we  are  about  to  place  all  delinquent  claims 
in  its  hands  for  adjustment. 

Before  resorting  to  the  lawful  means 
laid  down  by  the  Agency  to  enforce  payment 
we  wish  to  notify  you  that  these  proceedings 
may  be  saved  by  prompt  settlement  with  us. 

A  determined  showing  by  you  may  be 
worth  much  more  than  the  slight  sacrifice 
necessary  to  pay  us  now. 

Write,  therefore,  and  mail  check  or 
money  order  for  the  amount  of  your  bill-$50.00- 
WITHIN  A  WEEK  and  save  us  the  necessity  of 
resorting  to  the  Agency's  system. 

Yours  respectfully, 

GEO.  H.  HARVEY,  Jr. 
Dictated  by  Manager. 

Mr.  Harvey,  Jr. 


to  special  cases.  He  must,  in  other  words,  have  a  system  of  collec- 
tion letter  procedure  that  will  not  only  collect  immediate  debt  but 
also  train  and  educate  people  to  pay  promptly. 

Bills  may  carry  upon  them  wording  or  illustration  indicating  that 
payment  is  overdue,  such  as,  "Past  due.  Please  remit,"  or  "Why 
keep  us  waiting  ?"  or  a  picture  of  a  very  sad  face,  over  which  is  pasted 
a  very  happy  face  when  the  bill  is  finally  receipted  and  returned. 
When  bills  have  failed  of  collection,  the  collection  letter  campaign 
is  commenced.  Perhaps  one  letter  will  be  sufficient.  Perhaps  a 
series  of  a  half  dozen  will  be  required.  Perhaps  all  appeals  will  fail, 
and  recourse  to  a  lawsuit  be  forced  upon  the  creditor,  after  many 
ugly  and  threatening  attempts  are  made  to  collect  what  is  justly  due. 

The  first  letter  in  a  collection  series  should  state  the  number  of 


i 


THE  BUSINESS  LETTER  237 

5 


Dear  Sir: 

The  Harvey  Glove  Company  has 
Just  called  our  attention  to  an  outstanding 
account  against  you  for  $50.00  plus  interest 
$1.00-total  |51.00. 

Have  you  any  valid  reason  for  not 
wanting  to  settle  at  once? 

Kindly  let  us  know  whether  the 
account  as  stated  is  correct,  and  also  what 
arrangement  you  can  make  for  settlement. 

Before  taking  active  steps  we  shall 
wait  a  few  days  for  your  reply.  • 

In  justice  to  yourself  you  should 
not  allow  this  matter  to  proceed  further. 
Your  prompt  remittance  will  insure  you  against 
much  needless  cost,  annoyance,  and  expense. 

Send  check  to  the  Harvey  Glove  Company 
DIRECT  and  we  shall  he  instructed  to  withhold 
action. 

Yours  respectfully, 

THE  AMERICAN  MERCANTILE  AGENCY, 

-TV.  .  .  -,  1  Manager. 

Dictated  hy 

Mr.  Livingston. 


bills  sent  and  the  length  of  time  the  account  has  been  standing.  It 
is  a  letter  of  notification  merely.  The  second  letter  is  one  of  inquiry. 
It  requests  reasons  for  the  non-payment  of  the  bill  and  suggests  that 
correction  will  be  gladly  made  if  there  is  any  error  in  it.  Letters 
three  and  four  should  make  various  appeals  and  arguments.  They 
are  really  sales  letters,  in  which  the  debtor's  pride  and  standing  and 
reputation,  and  his  sense  of  fair  play  and  justice  are  sold  to  himself 
by  the  collector.  The  dependence  of  the  whole  system  of  business 
upon  the  prompt  payment  of  bills  should  be  explained  and  argued. 
Such  inducements  as  extension  of  time,  enclosure  of  coin  card  or 
filled-out  check,  payment  by  instalment,  may  be  held  open  in  these 
letters.     Inducements  must  be  of  such  a  nature,  however,  as  not  to 


238  THE  ENGLISH  OF  COMMERCE 

6 

Dear  Sir: 

We've  written  you  THREE  TIMES. 

We  stated  that  an  account  had 
been  placed  in  our  office  FOR  PAYMENT. 

We  expected  a  reply.   And  the 
Harvey  Glove  Company  expected  the  $51.00 
due  them. 

Your  REPUTATION  for  honesty  and 
fair  dealing  is  in  the  BALANCE.   Your 
CREDIT  STANDING  is  in  DANGER! 

What  are  you  going  to  DO  about  it? 
This  is  your  chance  to  SHOW  YOU'RE  ON  THE 
SQUARE 

WILL  YOU  TAKE  IT? 

It's  UP  TO  YOU  and  we  expect  an 
answer  INSIDE  A  WEEK. 

Yours  for  a  square  deal, 

THE  AMERICAN  MERCANTILE  AGENCY. 


7 
{To  the  Harvey  Glove  Company) 

Gentlemen: 

We  have  to  report  as  follows 
regarding  your  claim  against  Harry  Smith, 
of  Springfield,  Colorado: 

Since  the  receipt  of  the  above 
account  we  have  persistently  dunned  the 
debtor.   We  believe  the  account  can  be 
collected,  and  have  therefore  placed  it 
with  our  local  attorney  with  instructions 
to  bring  immediate  suit,  if,  on  investigation, 
he  finds  that  debtor  is  good  on  execution. 

Accept  no  payments  and  refer  all 
promises  of  settlement  to  this  office. 

Respectfully, 

THE  AMERICAN  MERCANTILE  AGENCY, 


THE   BUSINESS  LETTER  239 

tempt  the  delinquent  to  delay  longer  or  to  take  a  new  advantage  of 
his  creditor.  The  next  letter  may  insist  that  payment  be  made  at 
once.  It  should  summarize  the  case  in  detail,  and  state  3.  time  limit 
for  the  delinquent.  The  last  letter  in  a  series  such  as  this  should, 
like  the  first,  be  one  merely  of  notification,  saying  that  the  account 
has  been  placed  in  the  hands  of  attorneys  or  of  a  collection  agency 
for  settlement. 

In  the  early  letters  of  a  collection  series,  sales  talk  is  frequently 
introduced.  This  is  excellent  policy,  for  the  purpose  of  all  collection 
must  be  to  get  the  bill  paid  and  at  the  same  time  maintain  custom. 
Some  of  the  most  successful  collectors  secure  their  best  results  by 
appealing  to  the  sense  of  honor  in  a  debtor.  They  do  the  same  thing 
in  their  letters  that  officers  do  when  they  resort  to  fun-making  with 
a  crowd  in  order  to  have  their  way  with  it.  The  first  paragraph  in 
a  collection  letter  offers  tremendous  opportunities  for  catching  a 
debtor  unawares,  and  the  postscript  may  also  be  featured  as  a  diver- 
sion or  a  vehicle  for  humorous  play.  It  is  a  good  plan  to  put  your- 
self in  a  debtor's  place,  when  you  are  called  upon  to  compose  a  col- 
lection series.  This  will  guide  you  in  securing  right  appeals  and 
right  proportions  in  handling  them. 


PROBLEMS 

1.  Write  sales  letters  from  the  following  suggestions: 

— Selling  the  game  to  the  pupils  of  your  own  school. 

— Selling  the  game  to  your  teachers. 

— Selling  the  game  to  the  pupils  of  another  school. 

— ^Selling  your  father's  business  to  a  stranger. 

— Selling  a  certain  kind  of  candy  to  a  girl. 

— Selling  a  tennis  racket  to  an  expert  tennis  player. 

— Selling  an  automobile  to  a  very  economical  person. 

— Selling  an  automobile  to  a  person  who  is  fond  of  sport. 

— Selling  a  dictionary  to  a  student. 

— Selling  a  school  paper  to  a  pupil  who  has  left  school. 

— Selling  advertising  space  in  a  school  paper  to  a  tradesman. 

2.  Write  a  series  of  follow-up  sales  letters  based  upon  one  or  two  of  the  following 
suggestions: 

— ^To  parents — selling  the  school  course. 

— ^To  pupils — selling  season  tickets  for  games. 


240  THE  ENGLISH  OF  COMMERCE 

— ^To  children — selling  combination  roller  and  ice  skates. 

— To  women — selling  a  new  kind  of  soap  that  blues  the  water  at  the 

same  time  that  it  cleanses. 
— ^To  men — selling  a  collapsible  umbrella  that  will  fold  and  fit  into  the 

pocket. 
—To  old  people — selling  a  leather-lined  overshoe  that  will  not  draw  the 

feet. 
— ^To  housekeepers — selling  a  window  screen  that  is  operated  like  a  shade. 
— To  farmers — selling  the  harvesters'  parasol,  "light  weight,  fitted  to  the 

shoulders,  preventing  sunstroke." 
— ^To  business   men — selling  a   combination   pencil   and   fountain   pen — 

"When  one  won't  work  the  other  will." 
— To  boys  and  girls — selling  a  combination  note  book,  pencil  holder,  and 

book  bag — "the  pupils'  partner." 

3.  Write  collection  letters  from  the  following  suggestions: 

— Asking  a  friend  to  return  a  book, 

— Asking  a  pupil  to  pay  club  dues. 

— ^Asking  your  brother  to  pay  you  for  helping  him. 

— ^Asking  a  teacher  to  settle  accounts  with  the  co-operative  shop. 

— ^Asking  a  patient  to  pay  a  bill,  assuming  yourself  to  be  the  doctor. 

— ^Asking  a  customer  to  pay  a  bill,  assuming  yourself  to  be  a  store- 
keeper. 

— ^Asking  a  parent  to  pay  tuition  for  his  child,  assuming  yourself  to  be  a 
principal. 

— ^Asking  a  tenant  to  pay  rent,  assuming  yourself  to  be  a  landlord. 

— ^Asking  a  citizen  to  pay  his  taxes,  assuming  yourself  to  be  a  tax  collector. 

— ^Asking  a  mortgagee  to  pay  his  interest,  assuming  yourself  to  be  the 
mortgagor. 

4.  Take  one  of  the  letter  situations  given  in  3  above  and  use  It  as  the  basis  for 
a  collection  letter  series  of  four  or  five  letters. 

5.  Reverse  the  collection  process;  that  Is,  assume  that  you  are  eager  to  pay  a  cer- 
tain bill  but  you  cannot  get  the  one  to  whom  you  owe  the  money  to  send  in  his 
bill.  Write  him  a  series  of  three  or  four  letters  urging  him  to  give  you  an  oppor- 
tunity to  settle  the  account. 

6.  Tell  what  variations  you  would  introduce  Into  a  sales  letter  campaign  con- 
ducted to  place  a  correspondence  course  with  the  following  classes  of  prospects: 
farmers,  clerks,  factory  hands,  teachers,  students.  Prepare  the  campaign  series  for 
one  of  these  groups. 

7.  Plan  a  campaign  letter  series  for  an  athletic  field  or  a  swimming  pool  for 
your  school.  Keep  in  mind  three  classes  of  prospects:  parents,  prominent  citizens, 
public  officials. 

8.  Prepare  a  dealer-help  letter  to  be  issued  by  your  school  co-operative  shop  to 
the  co-operative  class  agents  in  your  school. 


THE   BUSINESS  LETTER  24I 

9.  Imagine  yourself  a  manufacturer  of  automobile  tires.  Prepare  dealer-help 
letters  for  dealers  in  country  districts  and  for  dealers  in  cities.  Show  by  make- 
up and  composition  how  you  would  adapt  your  tetters  to  these  twc  classes  of 
dealers. 

10.  Prepare  a  sales  letter  calculated  to  sell  this  chapter  to  a  pupil  in  the  first 
year  of  high  school  or  last  year  of  elementary  school. 

SECTION  23 

Telegrams. — The  English  of  a  telegram  must  be  reduced  to  the 
lowest  terms  consistent  with  understanding.  The  purpose  is  to  say 
what  is  to  be  said  as  clearly  as  possible  in  as  few  words  as  possible. 
The  more  important  parts  of  speech — nouns,  verbs,  adjectives,  ad- 
verbs— should  be  depended  upon  chiefly  to  convey  the  message. 
The  other  parts  are  rarely  necessary.  Condensation  or  economy  of 
expression  must  not  be  permitted,  however,  to  obscure  a  telegraphic 
message.  The  minimum  charge  made  by  the  companies  is  based 
upon  a  message  of  ten  words.  Fewer  cost  no  less;  more  are  charged 
for  word  by  word. 

The  parts  of  a  telegram  are  the  date,  the  inside  address,  the  body 
or  the  message  proper,  and  the  signature.  In  the  United  States  no 
charge  is  made  for  the  date,  the  address,  or  the  signature.  Titles 
used  with  the  signatures  are  charged  for;  used  with  the  name  in  the 
inside  address  they  are  not  charged  for.  It  is  customary  in  European 
countries  to  charge  for  all  the  parts  of  a  telegram.  Punctuation  is 
not  transmitted  in  short  telegrams.  It  can,  as  a  rule,  be  accurately 
implied  by  the  recipient  of  a  ten-word  telegram.  It  is  sometimes 
written  in  long  telegrams.  When  included,  however,  names  for 
punctuation  marks  are  telegraphed  and  charged  for.  The  word  stop 
is  used  to  indicate  period;  question,  interrogation  point;  quote,  quota- 
tion marks;  unquote,  quotation  marks  at  end  of  a  quotation;  suh- 
quote  and  unsuhquote,  the  beginning  and  ending  respectively  of  a 
quotation  within  a  quotation;  and  for  other  marks  of  punctuation, 
the  name  of  the  mark  itself  is  used. 

The  following  telegram,  reproduced  on  a  regular  blank  of  the 
Western  Union  Telegraph  Company,  is  told  by  means  of  nouns  and 
verbs  principally.  It  is  clear,  and  yet  comes  within  the  ten-word 
limit.     It  is  ready  to  be  despatched  over  the  wire. 


242 


THE   ENGLISH   OF   COMMERCE 


For«il20T 

CLASS  OF  SERVICE  OESIIICO 

WESTI^L  UNION 

NCWCOM*  CARLTON,  ninioCNT                    OEOROE  W.  ■.  ATKINS,  rum  vtCE-MtnMNT 

MmUmc^N*. 

T-*«. 

Diyt-iaw 

NI|MMMHt« 

CkMk 

Hmtmm 

Ti^nM 

Send  the  iollowia^  rnetMie,  tubiMl  to  A*  lermt 

Tn                 Mr.    Harold  Ryan 

Ware                      N«tr  York   City 

Arrive  Thursday  «leven  fifty.   Pftnnsylvania. 

ni rectors   oonferenoa.  two.   Leave  six. 

Frfld  Johnson 

45  Wabash  Avenue, Chicago                                     Watoash  9193 

SENOEil-S  ADORES* 
FOR    ANSWER 


SENDER'S  TELE- 
RHONE    NUMSER 


On  Its  receipt  the  above  telegram  might  look  as  follows,  but  it 
would  be  easily  enough  understood : 

Arrive  thursday  11.50  Pennsylvania  directors  conference  two  leave  six. 

Expanded  in  full  it  would  require  twenty- three  words,  as  follows: 

I  shall  arrive  Thursday  at  eleven  fifty  via  the  Pennsylvania.  There  will  be  a 
directors'  conference  at  two  o'clock.      I  leave  at  six. 

The  degree  of  condensation  permitted  to  a  telegram  depends  in 
some  measure  upon  the  previous  relations  or  correspondence  of  the 
people  concerned.  It  may  follow  correspondence  and  serve  as  a 
"clincher"  to  it;  it  may  precede  it,  as  a  sort  of  introduction,  and 
indicate  that  it  is  doing  so  by  means  of  the  clause  "letter  follows." 


I 


THE   BUSINESS  LETTER 


243 


o  cd 
3S^ 


Bo-s:^ 


OlS^gS^IS* 


o 


•^5  0- 


^ 


2  £m 


^1^ 

o2^ 


5-p  0 


L^3  O  goa 


gOc,0 


5i  '^   EJ    ^  w'SSt 

e-tj  a  "^  w  p  ^ 


H  STq 


IP  -1 2 

..  H  °  o  ® 


&3 


fs.  lb  ^?    i: 


I  00  a  'I  5'M  Pp  --•  J, 


'    3  <  ?^P  ffl  g^P  h3  o  a^  •• ;?  S 
I    §'ll^§^'p*or:g^?H|-^ 

'^    q     crSJo^ej-oP-izj  oS"£r„a!Q, 


II  itiiii^iiBt  I  mm  n^nm 


2  tng-o  K    g,     1^ 

2-    o     sTPSS     2:8  od 


1     B2'mB^p-3- 


51  ^  I  III 


Q.<»£  S"-*  3S--§,  OB 

g  S^®  o.»  2  g  ?  "^  ^ 

«*  S2  'S  5  5"  —  =^  2.£  *" 

S£2w§as-?<g  ^ 


«i:k^  «?  c 
"ilili  §12 

^  ft 

O  o  i°  2      RO      X 


OS:!?!  li-  H 


=  31  ll  §•§  ■• 


244  THE  ENGLISH  OF  COMMERCE 

On  the  reverse  of  the  above  telegram  blank  certain  regulations  are 
printed  for  the  information  and  assistance  of  those  who  send  tele- 
grams. Business  students  should  be  as  familiar  with  this  side  of 
the  telegram  blank  as  with  the  face  of  it.     (See  page  243.) 

Cablegrams. — All  of  the  foregoing  applies  to  cablegrams  and 
radiograms.  Inasmuch  as  these  are  more  expensive  than  telegrams 
they  are  as  a  rule  more  highly  abbreviated.  Abbreviated  and  mis- 
spelled words  and  illegitimate  compound  words,  and  words  combined 
in  a  manner  contrary  to  the  usage  of  any  of  the  authorized  languages, 
are  inadmissible  in  cablegrams,  radiograms,  and  telegrams.  There 
are  certain  additional  regulations  that  need  to  be  noted  here. 

Code  and  cipher  words  are  condensed  or  invented  words  or  ex- 
pressions used  for  the  purpose  of  sending  secret  messages.  At  the 
same  time,  a  code  system  reduces  telegraphic,  cable,  and  radio  charges. 
Code  words  must  be  proper  dictionary  words,  or  artificial  words,  that 
is,  groups  of  letters  so  combined  as  to  be  pronounceable  in  at  least 
one  of  the  eight  admitted  languages.  Combinations  of  dictionary 
words  are  not  permitted.  In  plain  language  messages,  each  proper 
word  is  counted  as  one  up  to  fifteen  letters.     (See  letter  on  page  198.) 

In  inventing  a  code  word  it  is  therefore  wise  to  syllabize  carefully 
by  vowels  in  order  to  make  it  easily  pronounceable.  If  it  is  not  pro- 
nounceable each  letter  in  it  is  charged  for  at  the  rate  of  a  single  word. 
Cipher  words  or  characters  are  charged  for  at  the  rate  of  five  letters 
or  figures,  or  fraction  thereof,  to  a  word.  Signs,  such  as  the  dollar 
mark,  are  rated  at  one  word  each.  The  abbreviations  d,  rd,  /,  st,  thy 
used  with  figures,  are  rated  as  words  and  accordingly  charged  for. 
Abbreviations  that  constitute  pronounceable  words,  such  as  c.o.d.j 
f.o.b.y  o.k.f  a.m.*  and  written  cod,  fob,  ok,  am,  are  counted  as  single 
words.  A  proper  name,  abbreviated  by  initials  that  make  a  pro- 
nounceable word,  may  also  be  telegraphed,  cabled,  or  "radioed" 
as  one  word,  thus,  Frank  Owen  Payne,  Fop.  Hyphenated  or  com- 
pound words  are  charged  for  as  single  words. 

Business  addresses  are  frequently  coded  for  convenience  and 
economy  in  cabling.     On  some  of  the  letterheads  on  page  155  such 

*  The  abbreviation  p.m.  is  an  exception.    Though  not  a  pronounceable  word  this  abbreviation 
is  counted  as  one  word  only. 


I 


THE   BUSINESS  LETTER  245 

addresses  may  be  seen.  Sometimes  a  code  address  may  indicate  a 
sort  of  policy,  as  Fidelitas  (Latin  word  for  trustworthiness)  or  Safety  or 
Service.  Sometimes  it  is  an  abbreviated  combination  of  company 
name,  as  Nacareco  for  The  National  Cash  Register  Company,  or 
Clupeco  for  Cluett,  Peabody  and  Company.  Sometimes  it  is  a  trade 
name.  Sometimes  it  is  nothing  more  than  a  coined  word  that  is 
convenient,  and  easily  remembered. 

Code  words  may  be  so  devised  as  to  contain  lengthy  messages,  as 
the  following,  taken  from  the  list  of  code  words  used  by  the  American 
Express  Company,  illustrate: 

Fallholz Use  HASTE 

Fallido Do  not  use  too  much  haste 

FalHvel Advise  me  as  to  HEALTH  of 

Falloppa All  in  good  health 

Fal I o wist.... All  well 

Fallsack ^is  better 

Fallsucht. .  .  . is  much  better 

Felsiger Forward  mail  and  telegrams  on  receipt  of  this  order  care 

of....     Then  hold 

Felsina Have  forwarded  letter-s  as  requested 

Felskamm. .  .Have  not  forwarded  letter-s  as  requested 

Felskluft...  .Have  not  forwarded  letter-s  as  requested,  but  will  do  so 

at  once 

Felskopf Have  letter-s  for  you 

Felsrinne.  .  .  .Have  letter-s  for  you;  where  shall  it  (they)  be  sent? 
Felsspalte. .  .Have  letter-s  from 

Following  is  the  proper  form  of  a  Cablegram,  in  cipher, 
*'  Elagabel  "  being  the  private  cable  address  and  meaning  "Frank- 
lin Yovmg": 

"Elagabel  Care  Cicatrix,  London — 
Fallowist  Felsina." 

When  translated,  the  above  message  reads: 

"Franklin  Young,  care  American  Express  Co., 

6  Hay  market,  London: 

All  well.    Have  forwarded  letters  as  requested." 


PROBLEMS 

1.  Condense  the  letters  on  pages  153,  196,  199,  202  to  telegrams. 

2.  Write  a  telegram  to  be  sent  to  Mr.  Thomas  Bennett,  Hotel  Commodore,  New 
York  City,  telling  him  when  you  expect  to  arrive  in  New  York  City,  how  long  you 
expect  to  remain,  and  requesting  an  interview. 


246  THE   ENGLISH   OF   COMMERCE 

3.  Write  Bennett's  reply  to  your  telegram  In  2  above. 

4.  Write  a  telegram  to  the  Klauber  Lace  Company,  St.  Gall,  Switzerland,  ask- 
ing for  an  immediate  shipment  of  special  white  lace  trimming  314X  and  explaining 
why  haste  is  important. 

5.  Write  a  cablegram  In  answer  to  the  one  In  4  above,  telling  wheii  shipment  will . 
be  started  from  St.  Gall,  by  what  steamer  it  will  leave  Havre,  France,  and  at  what 
time  It  is  due  at  desired  destination. 

6.  Write  a  telegram  for  your  salesman,  Mr.  Harry  Daniels,  William  Penn  Hotel, 
Pittsburgh,  telling  him  to  visit  Cincinnati,  Louisville,  and  St.  Louis  before  return- 
ing east  to  Boston  or  New  York  City. 

7.  Your  salesman  left  New  York  City  for  Chicago  without  the  name,  address, 
and  order  of  a  new  buyer  in  the  latter  city.  Send  him  a  telegram,  stating  that 
James  Harrison,  of  240  State  Street,  Chicago,  must  have  one  thousand  yards  of 
white  Seco  silk,  grade  2a,  delivered  to  him  from  your  Chicago  branch  immediately 
on  the  salesman's  arrival.  Address  the  telegram  to  the  salesman  aboard  the  fast 
Pennsylvania  railroad  train,  the  Broadway  Limited,  on  its  arrival  .in  Pittsburgh. 

8.  Devise  ten  good  cable  code  words,  appropriate  for  use  in  cabling  messages 
for  your  school  to  schools  at  a  great  distance. 

SECTION  24* 
Alphabetizing. — In  arranging  names,  terms,  letters,  papers  of 
any  sort,  alphabetically,  all  those  coming  under  the  same  letter  of 
the  alphabet  should  first  be  assembled.  Then  those  belonging  to 
each  letter  group  should  be  alphabetized  to  the  last  letter.  Thus,  if 
under  the  a's,  the  ten  names  Abelson,  Abell,  Abels,  Abeln,  Abel,  Abeel, 
Abegg,  Abele,  Abeling,  Abeles  appear,  they  should  be  strictly  alpha- 
betized in  this  order: 

Abeel 

Abegg 

Abel 

Abele 

Abeles 

Abeling 

Abell 

Abeln 

Abels 

Abelson 

Given  names  follow  surnames  and  are  set  off  by  a  comma.     When 
surnames  are  alike,  they  are  alphabetized  according  to  given  names. 

*  This,  section  is  based  upon  "Applied  Indexing"  by  Amberg,  published  by  the  Amberg  File 
and  Index  Company. 


THE   BUSINESS  LETTER  247 

lere  both  given  names  and  surnames  are  alike,  middle  names  or 
litlals  may  decide  the  sequence.  In  general,  simple  names  and 
»rms  come  before  longer  and  involved  ones.  As  a  name  is  increased 
in  length  by  means  of  titles  or  degrees,  it  is  placed  further  and  further 
along  in  alphabetical  order.  Firm  names  follow  individual  names. 
If  given  names  are  abbreviated  they  are  alphabetized  according  to 
the  place  they  would  hold  were  they  spelled  out.     The  abbreviation 

A  distributing  box  for  sorting  and  for  holding  correspondence 
temporarily  before  it  is  filed  away. 


St.  or  Ste.,  used  for  Saint,  is  therefore  alphabetized  under  the  Sa*s. 
Names  beginning  M'  or  Mac,  whether  or  not  the  next  letter  is  cap- 
italized, should  be  listed  as  if  the  name  were  spelled  out.  In  large 
commercial  directories  and  in  telephone  books,  names  beginning  with 
Mc  are  usually  grouped  together  before  those  beginning  with  M, 
thus  forming  a  twenty-seventh  division  of  the  alphabet.  Names 
beginning  with  0'  may  be  similarly  set  off  if  there  is  a  sufficient  num- 
ber to  justify  a  separate  group.  Hyphenated  names  should  be  listed 
according  to  the  first  part  of  the  name.  Usage  varies  in  the  listing 
of  names  with  prefixes.  The  Dutch  Van  and  Ten,  being  always 
capitalized,  are  listed  with  the  V's  and  Vs  respectively.  As  a  rule, 
names  having  the  prefix  von  are  listed  according  to  the  part  following 
the  prefix — Graffmann,  von.     French,  Spanish,  and  Italian  names  are 


248 


THE  ENGLISH   OF   COMMERCE 


usually  listed  by  the  prefix  only,  when  the  prefix  consists  of  or  con| 
tains  the  article,  slsDu  Penay ;  Du  Croisy ;  Du  Defaud;  Du  Barry; 
Montaigne;  La  Bruyere;  Le  Fevre;  La  Fornia;  Castellane,  de;  Pomeroy\ 
de;  La  Guaira;  Del  Rio;  La  Farina;  Del  Norte.     There  is  some  coni 

Filing  hy  state  and  alphabet  {see  page  251) 


^;    c  -F 


-k    j-n-L 


K     S   -.K 


=>    ^_ X      BE -BY        I 


fusion  in  the  listing  of  foreign  names  in  English  indexes.  But  such 
firmly  adopted  English  names,  in  which  the  prefix  is  merged  with 
the  name,  as  De  Quincey,  D' Israeli,  A'Becket,  Deschamps,  Delacroix, 
are  listed  regularly  according  to  the  prefix.  With  these  general  rules 
in  mind,  observe  the  following  groupings: 


Brown,  James  C. 
Brown,  James  R. 
Brown,  James  R.  (Mrs.) 


Clark,  Thaddeus 
Clark,  Theodore 
Clark,  Th. 


La  Motte,  Marcelle 

Mack,  Wm. 

Mack,  Wm.  A. 

Mack,  Wm.  A.  and  Company 

Mack's  Express  Co. 

McKeen,  George 

Macmillan,  Frank 


Obermann,  von,  Hans 
Oberson,  Harry 
Obrien,  John 
O'Brien,  John 
Ocean,  Thomas 
O'Connell,  Daniel 
Odell,  Benjamin 


It  is  sometimes  desirable  to  list  a  name  in  two  or  more  places, 
under  two  or  more  letters,  and  refer  from  one  to  another.     Thus, 


THE   BUSINESS   LETTER  249 

Hotel  Commodore  may  be  alphabetized  under  H's.  It  may  likewise 
be  alphabetized  under  Cs  as  follows: 

Commodore  Hotel  (see  Hotel  Commodore). 

The  note  in  parentheses  is  called  cross  referencing  or  cross  indexing. 
Cross  indexing  should  be  kept  at  a  minimum  in  all  straightaway 
alphabetizing,  though  in  some  cases  it  is  unavoidable. 

Indexing. — The  word  index  means  something  that  points  out  or 
helps  to  find.  Arranging  materials  in  strictly  alphabetical  order  is 
the  beginning  of  a  system  that  helps  one  to  find  them  easily.  But  if 
there  -are  a  great  many  letters  and  other  papers  of  one  kind  and 
another  to  be  placed  under  a  single  letter  of  the  alphabet,  it  is  clear 
that  one  may  have  to  assort  a  large  number  of  papers  before 
finding  the  desired  paper.  This  is  certain  to  happen  in  a  business 
of  any  importance  whatever,  if  the  arrangement  of  papers  is  depen- 
dent solely  upon  the  twenty-six  divisions  of  the  alphabet.  A  great 
many  names  begin  with  B,  C,  H,  M,  R,  S,  and  W.  Comparatively 
few  begin  with  I,  J,  Q,  X,  Y,  and  Z.  Just  how  great  a  variation 
exists  among  the  letters  of  the  alphabet  in  their  use  as  initial  letters 
has  been  worked  out  with  scientific  skill  by  Mr.  W.  A.  Amberg.  In 
1907  he  began  the  analysis  of  a  list  of  205,920  commercial  names, 
and  it  was  not  until  nine  years  later,  1916,  that  his  task  was  com- 
pleted. The  number  of  names  coming  under  each  letter  of  the  alpha- 
bet he  found  to  be  as  follows: 

A—  6,668  N—  4,509 

B  —19,358  O  —  3,067 

C— 13,676  P—  9,011 

D— 8,597  Q—     367 

E— 4,722  R— 10,359 

F  —  8,161  S  — 23,200 

G—  9,678  T—  5,933 

H— 16,593  U—  1,148 

I  —  1,177  V —  2,298 

J  —  3,865  W— 14,142 

K—  9,416  X—        II 

L—  9,938  Y—      765 

M— 18,430  Z  —      831 


250  THE  ENGLISH   OF   COMMERCE 

The  widely  variant  figures  suggested  to  him  the  division  and  sub- 
division of  materials  to  be  grouped  under  each  letter.  The  names 
belonging  under  the  letter  S  were  partitioned  into  ninety  divisions: 
those  coming  under  the  letter  /,  into  four;  those  coming  under  the 

Alphabetical  index  with  leaders  and  subdivisions 


letters  Xy  Y,  and  Z,  into  six  inclusive.  The  diagram  above  will  give 
some  idea  of  the  indexing  plan.  Note  that  all  the  subdivisions  are 
visible  at  once.  Note  that  individual  name  cards  and  date  cards 
may  be  inserted  and  that  the  various  letter  divisions  and  subdivi- 
sions are  elastic  and  may  be  expanded.  Note  in  the  third  place  that 
the  protruding  tabs  on  the  cards  are  so  arranged  as  not  to  obscure 
one  another  from  view. 

Filing. — It  facilitates  matters  for  the  business  man  to  have  his 
letters  and  other  papers  alphabetized.  It  facilitates  matters  a  great 
deal  more  for  him  to  have  his  letters  and  other  papers  scientifically 


THE   BUSINESS  LETTER  25 1 

Indexed,  so  that  just  the  paper  or  letter  desired  may  be  procured 
as  soon  as  it  is  needed.  And  it  facilitates  matters  much  further 
for  him  if  he  has  his  letters  and  papers  filed  away  in  cabinets  built 
for  the  purpose  and  fully  equipped  with  index  cards  and  folders. 
He  is  thus  enabled  to  keep  them  out  of  sight  and  at  the  same  time 
ready  for  immediate  reference.  And  he  is  also  afforded  a  place  to 
put  his  documents,  readily  and  speedily,  as  soon  as  he  has  tempo- 
rarily finished  with  them. 

Not  so  many  years  ago  the  business  man  made  use  of  a  board  or 
paper  box,  shaped  somewhat  like  a  book,  for  the  purpose  of  "filing" 
his  papers.  This  was  called  a  flat  file.  One  side  of  it  opened,  and 
within  there  were  alphabetical  divisions — twenty  four  of  them,  as  a 
rule,  for  /  and  /  were  grouped  as  one  division,  as  were  also  X,  Y,  and 
Z.  But  this  device  permitted  of  little  elasticity.  The  only  possibility 
of  growth  was  by  means  of  increasing  the  number  of  "boxes,"  each 
having  its  twenty-four  divisions.  The  adaptation  of  the  filing  sys- 
tem explained  in  this  section,  with  its  upright,  four-drawer  cabinets, 
has  revolutionized  the  method  of  keeping  papers  in  business  offices. 
It  is  immediate;  it  is  elastic;  it  is  commodious,  and  it  is  so  simple 
that  its  operation  can  be  learned  by  a  new  employee  in  a  very  short 
time.  Instead  of  being  placed  on  their  sides,  as  in  flat  filing,  papers 
in  the  cabinet  drawers  here  illustrated  are  filed  on  edge.  The  system 
is,  therefore,  called  upright  or  vertical  filing. 

There  are  three  general  methods  of  filing.  Alphabetical  filing 
is  most  widely  used  and  is  continuously  growing  in  popularity.  It  is 
adaptable  to  almost  all  kinds  of  business.  The  drawer  pictured  on 
page  250  shows  its  possibilities.  There  are  syllabic  subdivisions; 
there  may  be  subdivisions  for  individual  names;  there  may  be  still 
further  subdivisions  by  means  of  special  folders  and  envelopes.  Note 
that  tabulation  of  each  particular  class  of  subdivision  is  paralleled, 
that  colors  may  be  used  to  indicate  different  kinds  of  papers,  and 
that  subdivision  of  papers  is  made  possible  by  means  of  the  insertion 
of  date  cards. 

Geographical  filing  is  used  where  a  business  is  concerned 
chiefly  with  locations,  rather  than  with  individuals.  Files  are  thus 
divided  and  subdivided  in  accordance  with  geographical  sections — 
cities,  towns,  counties,  states,  and  the  like.     Here  again  the  parallel 


252  THE  ENGLISH  OF   COMMERCE 

arrangement  is  observed,  and  direct  alphabetic  filing  may  follow  the 
general  geographical  headings.  A  sales  manager  may  trace  his  field 
men  and  their  work  most  efficiently  by  means  of  geographical  filing, 
as  may  also  a  manufacturer  in  following  up  dealers. 

Geographical  filing  by  state  and  town 


Subject  filing  is  done  by  means  of  placing  on  the  principal  or 
front  tabs  of  a  file  the  names  of  various  articles  or  commodities.  If 
you  were  to  prepare  a  long  theme,  you  could  most  conveniently 
arrange  the  results  of  your  research  according  to  the  various  depart- 
ments or  topics  into  which  your  subject  fell.  This  would  be  more 
suitable  for  your  purpose  than  either  geographical  or  alphabetical 
filing,  for  you  would  do  all  your  thinking  and  writing  along  the  line 
of  certain  outstanding  divisions  in  your  work.  The  general  arrange- 
ment of  a  department  shop  is  based  upon  the  subject  plan.  You 
think  of  the  silk,  the  glove,  the  notions,  the  hardware,  the  crockery, 
and  the  other  departments. 

The  numeric  system  of  indexing  may  be  used  in  connection  with 
any  one  of  the  three  kinds  of  filing.  An  individual  name,  a  geograph- 
ical location,  a  subject,  may  be  given  a  number  and  may  be  referred 
to  always  by  that  number  and  in  no  other  way.  When  you  are  asked 
to  refer  a  communication  to  a  certain  number  or  to  a  certain  letter 
of  the  alphabet,  it  is  probably  because  the  numeric  system  of  indexing 
is  used  in  the  filing  methods  of  the  office  to  which  your  reply  is  to  go. 
Departments  of  claim  and  adjustment,  especially  in  railroad  offices, 
frequently  make  use  of  the  numeric  system  of  indexing  in  connection 
with  their  records. 


THE  BUSINESS  LETTER  253 

The  work  of  a  filing  system  is  not  done  when  it  almost  automati- 
cally receives  and  delivers  papers  at  the  convenience  of  the  office 
workers.  It  must  in  addition  automatically  bring  matters  to  their 
attention  at  the  proper  time.  This  is  done  by  means  of  a  signal  or 
follow-up  plan  sometimes  called  a  tickler.  It  consists  of  vertical 
cards,  numbered  from  one  to  thirty  one,  arranged  in  twelve  groups, 
one  for  each  month  of  the  year.  The  secretary  of  a  business  man 
who  wishes  to  remember  a  certain  matter  on  a  certain  date  places  a 
memorandum  back  of  the  card  bearing  that  date.  She  consults  the 
tickler  every  morning,  and  places  on  her  employer's  desk  notes 
taken  therefrom  that  tell  him  of  important  matters  to  be  dealt  with 
that  day.  A  protruding  attachment  or  signal  is  sometimes  clipped 
to  the  top  of  cards  back  of  which  especially  important  items  have 
been  noted  for  attention. 

PROBLEMS 

r.  Alphabetize  the  following: 

McBride  and  Co.  O'Connell  and  Le  Maire 

Overman  Brothers  Du  Bois  Brothers 

Miller- Denton  Mfg.  Co.  Leclanche  Batteries,  Inc. 

LeBrun,  Francis  P.  Fowler,  Jas.  E. 

Western  Foundry  Co.  Boys'  Country  Club 

Newburg  Mercantile  Agency  Western  Iron  Foundry  Co. 

Boy  Scouts  of  America  Fowler,  Jno.  K. 

Miller  and  Dawson  Oberly,  Thomas 

O'Connor,  Frederick  Fowler,  Joseph  F.  (Dr.) 

New  London  Dredging  Co.  O'Brien,  A.  F. 

Fowler,  Jos.  F.  Ocean  Steamship  Co. 

Overman  Trunk  Co.  Aaron,  Samuel 

De  Laval  Cream  Separator  Clarence  Brothers 

Macmillan  Company  De  Long  Hook  and  Eye  Co. 

2.  Plan  an  appropriate  filing  system  for  the  athletic  activities  of  your  school. 
Provide  for  cross  reference.     Explain  the  advantages  of  your  system. 

3.  Suppose  you  were  gathering  materials  for  a  long  theme  on  some  particular 
business  or  industry,  such  as  coal,  steel,  drygoods,  hardware,  groceries.  Explain 
how  you  could  compile  those  materials  so  that  you  could  refer  to  them  quickly  and 
easily  whenever  wanted. 

4.  Following  3  above,  show  how  a  good  filing  system  would  be  of  assistance  to 
you  in  the  management  of  a  store,  say,  a  grocery  store,  a  hardware  store,  a  dry- 
goods  store,  and  so  forth. 


254  THE  ENGLISH   OF   COMMERCE 

5.  Make  a  geographical  file  of  the  members  of  your  class. 

6.  Make  a  subject  file  of  the  courses  in  your  school. 

7.  Construct  a  file  of  the  different  classes  in  your  school,  showing  the  number 
in  each  class,  its  location  in  the  school  building,  and  the  members  of  each  class  who 
are  highest  in  scholarship. 

8.  Explain  what  steps  you  would  be  obliged  to  take  to  keep  the  file,  constructed 
under  7  above,  up  to  date  or  "live." 

9.  Write  a  series  of  sales  letters,  selling  the  contents  of  this  chapter  to  pupils 
who  are  not  acquainted  with  this  textbook.  Base  the  follow-up  series  upon  these 
topics: 

Introduction 
SECTION  16— Parts 

Cautions 

PROBLEMS 

SECTION  17— The  Envelope 
The  Fold 
The  Stationery 
The  Remittance 
The  Daily  Mail 

PROBLEMS 

SECTION  18— Social 
Official 
Newspaper 

PROBLEMS 

SECTION  19— AppUcation 

Recommendation 
Introduction 

PROBLEMS 

SECTION  20— Inquiry 

Information 
Notification 

PROBLEMS 

SECTION  21— Order 

Acknowledgment 

Claim 

Adjustment 

PROBLEMS 


THE   BUSINESS  LETTER  255 

SECTION  22— Sales 

Follow-up 
Collection 

PROBLEMS 

SECTION  23— Telegrams 
Cablegrams 

PROBLEMS 

SECTION  24— Alphabetizing 
Indexing 
Filing 

PROBLEMS 


CHAPTER  V 

THE  NEWSPAPER  AND  THE  MAGAZINE 

O  tell  me  the  news — how  the  traders  fare — 

How  the  old  world  wags  today, — 
For  I  can't  open  shop  with  confident  air 

Till  I  know  what  the  papers  say. 

Introduction. — Up  to  the  beginning  of  the  great  World  War  in 
1 91 4  there  were  approximately  65,000  newspapers  and  periodicals 
in  the  world,  about  25,000  of  which  belonged  to  the  United  States 
alone.  The  circulation  of  a  great  American  daily  frequently  ap- 
proaches the  half  million  mark,  and  in  a  few  instances  goes  far  above 
this.  There  are  weekly  and  monthly  publications  that  circulate  to 
the  extent  of  2,000,000  each  issue.  The  paper  used  in  a  single  year 
by  one  of  our  largest  periodical  publishing  houses,  put  in  a  strip  ten 
inches  wide,  would  make  a  band  that  could  encircle  the  earth  forty- 
five  times.  Such  a  house  may  receive  35,000  letters  a  day,  contain- 
ing remittances  amounting  to  more /than  forty  thousand  dollars. 
Upwards  of  a  half  billion  dollars  are  expended  annually  in  this  coun- 
try for  advertising  space  in  all  kinds  of  publications. 

These  are  but  a  few  of  the  big  facts  connected  with  newspapers 
and  magazines.  What  do  they  mean  ?  Why,  first  of  all,  they  mean 
that  the  people  of  the  United  States  are  readers  and  writers,  adver- 
tisers and  sellers,  educators  and  educated.  They  mean  that  the 
farmer,  the  tradesman,  the  financier,  the  housewife,  the  professional 
man  and  woman,  the  boy  and  the  girl,  are  all  more  or  less  dependent 
upon  these  organs  of  intelligence.  They  contain  quotations  on  stocks 
and  on  produce;  they  tell  of  the  movements  of  transportation;  they 
supply  the  latest  information  regarding  household  economy ;  they  dis- 
tribute intelligence  in^  science  and  in  art;  they  give  the  record  of 
athletics  and  of  social  affairs;  they  signal  the  choicest  sales  oppor- 
tunities by  means  of  their  advertisements,  and  they  disseminate  the 

256 


p 


253 


THE  ENGLISH  OF   COMMERCE 


news  from  every  part  of  the  world  to  every  part  of  the  world.  The 
newspaper  and  the  magazine  are  necessities.  We  could  not  get  on 
without  them.     To  the  business  man  they  are  almost  as  necessary 


Linotype  matter  with  display  advertising  figures.  Note  how  figures 
overhang  the  following  slug.  With  linotype  matter  it  is  impos- 
sible for  display  advertising  figures  to  become  pied  or  drop  out 
of  the  form 


^sja*i  «eai^J;«faefii  ■ 


^MHI?tt 


.^,™aBdfia 


R«W*T 


•-^ofeJM. 


as  are  food  and  clothing.  His  transactions  hinge  upon  the  move- 
ment of  events,  and  he  learns  of  this  principally  through  his  daily 
and  periodical  reading.  "K  The  world  moves  at  the  dictation  of  news- 
papers and  magazines — "those  packaged  prints  that  serve  as  bread 
to  business  brain  and  action." 

"We  use  800,000  pounds  of  ink  annually,"  said  the  publisher  of 
three  of  the  most  widely  circulated  publications  in  the  country,  "and 


THE  NEWSPAPER  AND  THE  MAGAZINE 


259 


I  am  determined  that  not  one  drop  of  it  shall  be  wasted  in  vague  or 
wordy  or  incorrect  expression.  *  Every  word,  every  sentence,  every 
paragraph  must  deHver  its  message  clearly,  concisely,  correctly. 
Clearness  is  essential  to  understanding;  conciseness  assures  careful 

Showing  the  facility  with  which  matter  composed  on 
the  linotype  can  he  handled 


reading;  correctness  commands  respect.  This  little  ocean  of  ink  is  to 
be  used  exclusively  for  the  securing  of  these  three  essentials  to  our 
publications." 

SECTION  25 

Definitions. — ^A  newspaper  is  a  publication  issued  at  regular 
intervals  for  the  purpose  of  circulating  news,  influencing  public 
opinion,  and  publishing  advertisements.  Most  newspapers  are  issued 
daily  or  weekly ;  some  both  daily  and  weekly ;  some  two  or  three  times 
weekly.  In  the  large  cities  two,  three,  or  more  editions  of  a  news- 
paper may  be  published  daily,  and  in  the  case  of  big,  sudden,  unusual 
events,  special  issues,  called  extras,  are  turned  out  in  addition. 


26o  THE  ENGLISH  OF  COMMERCE 

News  is  the  record  of  current  happenings  the  world  over— local, 
national,  foreign — in  all  the  various  spheres  of  human  activity — 
political,  social,  personal,  commercial,  religious,  dramatic,  musical, 
educational,  industrial,  and  so  forth.  Comment  or  opinion  on  this 
news  is  called  editorial  matter.  Its  purpose  is  to  form  or  reform 
public  opinion,  to  educate  public  taste,  to  establish  standards  of 
right  conduct  and  right  thinking  in  the  communities  where  the  news- 
paper is  circulated.  The  advertising  matter  in  any  newspaper  is 
placed  there  by  individuals  who  have  faith  in  that  paper,  by  local 
firms,  and  by  manufacturers  or  distributors  of  standardized  articles 
of  merchandise,  such  as  automobiles,  tires,  cigarettes,  breakfast 
foods. 

A  magazine  is  a  publication  issued  at  regular  intervals,  less  fre- 
quently than  a  newspaper,  for  the  purpose  of  circulating  special  read- 
ing matter,  such  as  stories,  poems,  special  articles,  editorial  com- 
ment. It  is  also  known  popularly  as  a  periodical,  though  strictly 
speaking  a  periodical  is  a  publication  that  is  issued  weekly  and  that 
deals  chiefly  with  editorial  comment  on  the  news  of  the  week.  The 
magazine,  on  the  other  hand,  is  larger  and  more  pretentious,  contains 
little  if  any  editorial  comment,  and  is  published  monthly  as  a  rule. 
But  this  distinction  is  not  to  be  insisted  upon.  The  term  magazine 
is  used  in  this  chapter,  as  it  is  by  people  generally,  to  refer  to  any 
weekly,  monthly,  semi-monthly,  or  quarterly  publication  that  does 
not  make  news  or  timeliness  of  issue  the  chief  reason  for  its  being. 

The  magazine  is  not  a  news  publication;  this  constitutes  its  chief 
distinction  from  the  newspaper.  The  weekly  magazine,  with  its 
large  amount  of  comment  on  happenings  of  the  week,  serves  as  a  sort 
of  summary  to  newspaper  content  for  that  period.  Both  monthlies 
and  weeklies  elaborate  the  records  of  human  achievement  in  the 
fields  of  politics,  religion,  education,  adventure,  art,  and  whatnot,  at 
the  same  time  that  they  entertain,  uplift,  and  inspire  by  means  of 
stories  and  poems  and  special  articles  from  the  pens  of  the  best  con- 
temporary writers.  But  these  publications  cover  such  a  wide  range 
of  content  and  are  so  varied  in  appeals  and  in  methods  of  making 
them,  that  nothing  more  than  a  most  general  definition  is  possible. 

The  advertising  in  magazines,  unlike  that  in  newspapers,  is  rarely 
local  or  [jersonal  in  its  interest.     It  is,  rather,  of  national  scope,  inas- 


THE  NEWSPAPER  AND   THE   MAGAZINE  261 

much  as  magazine  circulation  is  not  confined  to  and  concentrated 
upon  a  single  locality,  but  covers  wider  areas  than  newspaper  circula- 
tion. Moreover,  the  better  paper  used  in  magazines  makes  it  pos- 
sible for  advertisers  to  use  more  striking  and  more  permanent  devices 
and  appeals  than  does  the  comparatively  poor  quality  of  paper  used 
in  newspapers.  Color,  impossible  of  use  in  the  latter,  is  much  used 
in  magazine  advertising.  Then,  too,  magazines  being  longer  lived 
than  newspapers,  their  advertising  pages  are  better  adapted  for  adver- 
tisements of  articles  that  are  in  the  market  permanently  everywhere, 
than  for  those  that  are  for  sale  only  at  certain  times  and  places. 

Titles. — If  you  will  study  the  newspaper  and  magazine  names 
accumulated  on  pages  286  and  287,  you  will  be  able  to  discover  further 
distinctions  between  the  two  classes  of  publications.  You  may  also 
classify  these  names  themselves  roughly  as  follows:  Newspaper  titles 
sometimes  indicate  party,  as  Republican,  Democrat.  Sometimes  they 
indicate  aim  or  character  or  policy,  as  Guardian,  Free  Lance,  Enquirer, 
Plain  Dealer.  Sometimes,  in  by  far  the  largest  number  of  cases, 
they  refer  to  news  only,  its  scope  or  timeliness  or  method  of  presenta- 
tion, as  Times,  Sun,  Herald,  World,  Gazette,  Courier,  Post,  Dispatch, 
Record,  Ledger,  and  so  forth.  Sometimes  they  appeal  to  some  homely, 
patriotic,  or  sentimental  interest,  as  Bee,  Picayune,  Nonpareil,  Blade. 

Magazine  titles  are  frequently  taken  from  firm  or  individual  or 
geographical  names,  as  Munsey's,  Harper's,  Collier's,  Butterick's, 
Atlantic  Monthly,  North  American  Review,  Scribner's.  Again,  the 
magazine  titles  may  indicate  contents,  as  All  Story,  Poetry,  Review  of 
Reviews,  Literary  Digest,  Current  Opinion.  Most  special  weekly  and 
monthly  publications  indicate  their  special  field  by  such  titles  as 
American  Industries,  New  England  Grocer,  Dry  Goods  Economist, 
Metal  Worker,  Engineering  News,  Hardware  Age,  every  department  of 
business  and  industry  having  its  own  special  organs.  Still  other  mag- 
azine titles  make  a  popular  appeal,  as  Puck,  Judge,  Red  Book,  Every- 
body's, American,  and  the  like. 

In  addition  to  regular  titles,  newspapers  and  magazines  frequently 
carry  sub-titles  that  may  suggest  policy  or  define  content  or  serve 
merely  as  good  advertising  slogans.  "Home  Edition,"  "Fiction 
Number,"  "All  the  News  That's  Fit  to  Print,"  "It  Shines  for  All," 
are  fair  illustrations  of  such  sub-titles.     It  must  be  remembered  that 


262  THE   ENGLISH  OF   COMMERCE 

no  matter  how  general  a  newspaper  or  magazine  title  may  be,  the 
publication  may  nevertheless  carry  much  special  material  in  its  col- J 
umns.  Thus,  a  newspaper  called  The  Evening  News  may  regularly '« 
contain  articles  on  styles  or  advertising  or  reading,  in  addition  to 
other  more  general  matter.  In  the  same  way,  a  special  periodical 
publication,  such  as  Vogue,  may  contain  poems  or  short  stories  or 
special  articles  that  have  little  or  no  connection  with  its  particular 
interests.  It  is  by  thus  broadening  its  appeal  that  a  general  news- 
paper or  a  special  magazine  increases  its  circle  of  readers  and  enhances 
the  value  of  its  advertising  columns. 


PROBLEMS 

1.  Classify  the  newspapers  and  magazines  that  are  published  in  your  community 
or  that  come  under  your  notice,  according  to  titles. 

2.  Classify  the  news  you  find  in  a  daily  or  weekly  paper  in  your  community 
under  the  following  heads:  local,  state,  national,  foreign,  social,  personal,  political, 
religious,  athletic,  business,  literary,  theatrical. 

3.  Give  the  titles  of  as  many  school  publications  as  you  know.  Discuss  their 
appropriateness.     Compose  appropriate  sub-titles  for  each  one. 

4.  Is  your  school  paper  a  newspaper  or  a  magazine  ?  Give  full  reasons  for  your 
answer. 

5.  In  how  many  ways  do  you  find  the  newspapers  and  magazines  that  are  cir- 
culated in  your  community  valuable  to  the  business  interests  of  the  community? 

6.  In  what  respects  are  the  newspapers  and  magazines  that  are  circulated  in 
your  community  helpful  to  the  foreign  population  of  your  community? 

7.  Debate  the  following  with  your  classmates: 

— Every  school  should  issue  a  paper. 

— ^A  good  school  paper  does  more  than  anything  else  toward  creating  and 

maintaining  school  enthusiasm. 
— It  is  unnecessary  to  read  a  magazine  if  you  read  the  newspaper. 
— ^Trade  could  not  subsist  without  the  aid  of  the  newspaper. 
— ^A  magazine  is  more  valuable  to  the  average  citizen  than  a  newspaper. 

8.  Discuss  the  following  with  your  classmates.  Tell  what  each  quotation  means 
as  applied  to  the  publications  in  your  own  community: 

"  Newspapers  will  ultimately  engross  all  literature.  There  will  be  nothing 
else  published  but  newspapers." — Lamartine. 

*'Were  it  left  to  me  to  decide  whether  we  should  have  a  government  with- 
out newspapers,  or  newspapers  without  a  government,  I  should  not  hesi- 
tate to  prefer  the  latter." — ^Jefferson. 


THE   NEWSPAPER  AND  THE   MAGAZINE  263 

"Let  me  make  the  newspapers,  and  I  care  not  what  is  preached  In  the 

pulpit,  or  enacted  in  Congress." — Phillips. 

"Four  hostile  newspapers  are  more  to  be  feared  than  a  thousand  bayonets." 

— Napoleon. 
"The  best  use  of  a  journal  is  to  print  the  largest  practical  amount  of  impor- 
tant truth — truth  which  tends  to  make  mankind  wiser  and  thus  happier." 

— Greeley. 
"News  should  be  given  with  careful  attention  as  to  Its  accuracy,  and  an 
equally  careful  avoidance  of  indecent  details,  and  attacks  on  private  charac- 
ter, and  intrusion  into  private  life." — Bryant. 

"The  newspaper  is  typical  of  the  community  In  which  It  Is  encouraged 
and  circulated;  it  tells  its  character  as  well  as  its  condition." 

— Thackeray. 
"A  piece  of  news  loses  its  flavor  when  It  hath  been  a  hour  in  the  air." 

— Steele. 
"  By  the  news  of  a  country  we  can  view  the  genius  and  morals  of  its  inhab- 
itants. ' ' — Goldsmith. 
"Here  shall  the  Press  the  People's  right  maintain, 
Una  wed  by  influence  and  unbribed  by  gain; 
Here  Patriot  Truth  her  glorious  precepts  draw, 
Pledged  to  Religion,  Liberty,  and  Law." — Story. 

SECTION  26 

Management. — There  are  three  general  departments  of  work 
connected  with  the  making  of  a  newspaper  or  a  magazine:  (i)  The 
editorial  and  reportorial — all  those  activities  that  have  to  do  with 
the  gathering,  the  writing,  and  the  discussion  of  news;  (2)  The  busi- 
ness— all  those  activities  that  have  to  do  with  the  keeping  of  accounts, 
with  advertising,  and  with  circulation;  (3)  The  manufacturing,  or  the 
actual  mechanical  processes  of  printing,  folding,  addressing,  and 
otherwise  preparing  the  publication  for  direct  or  indirect  sale.  Some- 
where in  most  publications  you  will  find  the  names  of  those  in  charge 
of  these  various  departments  stated.  In  newspapers  it  is  usually  at 
the  top  of  the  editorial  page;  in  magazines,  at  the  top  or  the  bottom 
of  the  table  of  contents. 

The  larger,  more  widely  circulated  the  publication,  the  more 
highly  Involved  is  its  management.  There  is  a  chief  editor,  or  an 
editor-in-chief,  who  has  a  corps  of  associates  or  assistants.  There 
are  many  special  editors,  such  as  sporting  editor,  financial  editor,  art 


264  THE  ENGLISH   OF   COMMERCE 

editor,  musical  editor,  school  editor,  household  editor,  editor  of 
women's  department,  editor  of  children's  department.  There  may  be 
a  Sunday  editor  to  look  after  special  Sunday  editions;  a  night  editor, 
and  a  day  editor,  in  case  a  paper  is  issued  both  morning  and  after- 
noon; a  city  editor,  who  manages  local  or  city  news;  a  telegraph  and 
cable  editor,  who  edits  news  received  by  wire.  In  addition,  a  news- 
paper may  maintain  a  force  of  foreign  correspondents  located  at 
different  points  abroad,  as  well  as  a  corps  of  special  writers  who  are 
experts  in  news  subjects  that  are  of  timely  interest.  Newspapers, 
even  in  a  single  community,  may  be  organized  differently  from  each 
other,  just  as  one  school  is  organized  differently  from  another,  but 
there  is  always  a  chief  editor;  there  is  always  a  corps  pf  associates; 
there  are  always  contributors  from  various  places. 
.  News  for  the  newspapers  is  gathered  in  large  measure  by  reporters 
who  may  be  sent  out  to  various  centers  where  events  of  interest  are 
likely  to  occur.  They  are  assigned  to  "cover"  a  certain  location, 
such  as  the  police  court,  or  a  certain  happening,  such  as  a  social 
affair.  If  in  the  process  of  news-gathering  one  paper  succeeds  in 
publishing  an  important  piece  of  news  in  advance  of  competitors,  it 
is  said  to  have  made  a  heat  or  a  scoop.  If  a  piece  of  news  is  secured 
that  needs  additional  matter  for  the  purpose  of  rounding  it  out  into 
a  story,  access  may  be  had  to  the  morgue-^the  newspaper  slang  name 
applied  to  the  office  in  which  clippings,  reference  books,  directories 
and  other  information  are  filed  for  emergency  uses.  Another  princi- 
pal news  source  is  that  of  the  news  agency — an  organization  which 
gathers  news  from  all  parts  of  the  world  and  sells  it  to  newspapers. 
It  is,  thus,  somewhat  like  a  wholesale  mercantile  organization,  in 
that  it  gathers  news  at  original  sources  and  disposes  of  it  to  news- 
papers which  retail  it  to  readers.  Julius  Renter  was  the  first  to 
conceive  of  and  elaborate  the  possibilities  of  the  news  agency.  He 
established  the  Renter  Agency  in  Europe  about  1849  and  it  has  ever 
since  been  one  of  the  greatest  news  forces  in  the  world.  Another 
great  foreign  agency  is  the  Havas.  The  Associated  Press  and  the 
United  Press  are  the  two  principal  news  agencies  in  the  United  States. 
These  agencies  have  branches  in  all  parts  of  the  world.  You  may 
frequently  see  the  agency  name  at  the  beginning  of  stories  in  your 
newspapers. 


THE   NEWSPAPER  AND   THE   MAGAZINE  265 

A  group  of  linotype  slugs  showing  the  compactness  with  which 
text  or  ''  straight "  matter  is  automatically  assembled  and 
delivered  on  the  galley  by  the  machine 


Since  the  magazine  does  not  concern  itself  with  news,  it  maintains 
no  staff  of  news-gathering  reporters.  But  its  organization  is  in  other 
respects  very  similar  to  that  of  the  newspaper.  There  is  a  chief 
editor,  with  associates;  there  are  special  writers,  sent  sometimes  to 
remote  parts;  there  is  a  corps  of  expert  editorial  writers  who  com- 
ment upon  news  and,  it  may  be,  aim  to  frame  or  to  summarize  public 
opinion.  Much  magazine  material  is  procured  through  syndicates, 
organizations  that  deal  in  special  newspaper  and  magazine  stories 
just  as  the  news  agencies  deal  in  news.  And  it  must  not  be  forgotten 
that  both  magazines  and  newspapers  are  constantly  receiving  articles 
of  all  kinds  from  voluntary  contributors. 

Inasmuch  as  the  principal  sources  of  magazine  and  newspaper 
income  are  advertising  and  circulation,  it  is  evident  that  those  in 
charge  of  these  important  departments  of  the  work  have  to  be  alert 
and  enterprising.  Neither  a  newspaper  nor  a  magazine  could  last 
very  long  if  it  depended  entirely  for  support  upon  the  subscription 
price.     The  circulation  manager  must  get  his  publication  circulated, 


266 


THE  ENGLISH   OF   COMMERCE 


if  it  is  to  be  worth  anything  as  an  advertising  medium.  The  adver- 
tising manager  must  make  the  circulation  known  if  he  would  induce 
people  to  advertise.  The  writers  must  help  both  by  furnishing  an 
honest,  comprehensive  service;  by  making  trustworthy,  unbiased 
comment,  and  by  calling  to  their  assistance  the  best  authors  and 
authorities  of  the  time. 

Manufacture. — In  no  field  of  human  endeavor  have  there  been 
greater  miracles  of  genius  performed  than  in  the  invention  of  printing 
machinery.  Its  story  can  be  but  briefly  indicated  here,  but  you 
should  read  it  in  full  if  you  are  fond  of  startling  stories.  It  will  give 
you  many  surprises. 

When  all  the  material  or  "copy"  that  is  to  be  published  in  a  news- 
paper or  a  magazine  is  ready  for  the  printer,  it  is  typed  in  solid  lines 
of  metal  by  a  machine  called  the  linotype.  This  machine  was  in- 
vented in  1886  by  Ottmar  Mergen thaler,  in  Baltimore.  Before  this 
date,  type  was  set  by  hand,  that  is,  every  letter  that  you  read  in  a 
book  or  a  paper  was  set  in  line  by  hand.     Mergen  thaler's  invention 


The  linotype  keyboard.  As  simple  in  arrangement  as  a  type- 
writer and  requiring  less  physical  exertion  to  manipulate. 
Speed  of  operation  rests  entirely  with  the  operator 


THE   NEWSPAPER  AND  THE  MAGAZINE  267 

made  it  possible  to  do  this  tedious  work,  very  much  as  a  typewriter 
is  operated,  by  means  of  a  keyboard  (see  pages  266  and  267).  The  Hnes 
of  metal  it  turns  out  are  called  slugs.  These  are  cast  or  sealed  together 
into  metal  pages  or  plates  by  means  of  another  marvelous  machine 
called  the  autoplate.  The  plates  come  out  curved  in  such  a  way  as 
to  fit  on  the  third  marvelous  machine  in  the  series,  the  printing  press. 
This  almost  human  device  produces  the  newspaper,  not  only  printed, 
but  folded  as  well,  and  by  means  of  mechanical  attachments  it  may 
in  addition  turn  out  the  news  sheet  wrapped,  addressed,  and  assorted 
into  bags  for  delivery  to  circulation  stations.  In  a  single  hour  the 
large  printing  press  shown  on  page  257  will  turn  out  75,000  news- 
papers of  32  pages  each  or  300,000  of  eight  pages  each;  or,  in  the 
same  period  it  will  print  144,000  eight-page  magazine  sections  in  two 
colors;  or  36,000  sixteen-page  magazine  sections  in  four  colors.  Its 
running  speed  is  312  revolutions  of  the  printing  cylinders  a  minute. 
When  the  full  complement  of  eight  rolls  of  paper  is  used  in  this  press, 
the  consumption  of  paper  is  at  the  rate  of  108  miles  an  hour,  six  feet 
wide;  or  216  miles  an  hour,  three  feet  wide. 

Make-up. — By  make-up  is  meant  the  arrangement  of  contents 
in  a  newspaper  and  a  magazine.  You  will  notice  in  both  kinds  of 
publications,  that  in  the  arrangement  of  contents  an  effort  is  made 
to  secure  good,  attractive,  symmetrical  appearance.  The  leading  or 
most  important  contents  are  placed  first,  in  an  easily  accessible  part; 
the  more  special  materials — those  of  a  limited  appeal — are  placed 
last.  In  addition,  the  publication  must  have  its  ''regular  matter" 
so  arranged  that  habitual  readers  will  know  where  to  turn  to  find 
just  the  news  they  want.  In  both  newspapers  and  magazines,  make- 
up is  carried  out  with  due  respect  to  the  obligations  of  advertisers. 
Advertisements  are  usually  paid  for,  not  only  by  amount  of  space 
occupied,  but  by  position  as  well.  No  arrangement  of  news  or  other 
reading  matter  must  be  permitted  to  interfere  with  the  position  thus 
contracted  for  by  the  advertiser.  Neither  should  the  advertising 
manager  pervert  the  make-up  of  his  publication  by  extending  unusual 
privileges  of  position  to  advertisers.  In  the  newspaper,  the  pages 
toward  the  front,  the  last  page,  the  tops  of  pages,  the  spaces  adjoin- 
ing reading  matter,  are  the  choice  advertising  positions.  In  the  mag- 
azine, they  are  the  outside  and  inside  covers,  the  pages  opposite  the 


268  THE  ENGLISH   OF   COMMERCE 

inside  cover  pages,  the  pages  opposite  reading  matter,  front  and 
back,  the  columns  beside  reading  matter,  and  the  two  middle  pages. 
The  fashions  of  make-up  in  all  kinds  of  matter  differ  so  largely 
among  various  newspapers  and  magazines,  that  no  definite  rules  of 
custom  or  for  guidance  are  possible.  Variety  or  difference  in  the 
make-up  of  publications  may  be  made  an  attraction,  provided  it  is 
not  overdone.  If  you  will  examine  a  few  newspapers  and  magazines, 
however,  with  the  above  general  observations  in  mind,  you  will  find 
that  make-up  follows  roughly  this  plan: 

In  newspapers: 

1.  Editorial  page — usually  about  the  middle  of  the  paper.  This  is  made 
up  first,  inasmuch  as  timeliness  does  not  enter  so  largely  as  an  element 
of  its  content. 

2.  Pages  preceding  editorial  page — important  national,  international,  state, 
and  local  news,  in  order  of  news  value.  That  page — usually  the  first — 
that  contains  the  latest  news  is  made  up  last.  It  is  held  open  for  last- 
minute  dispatches,  and  late  incoming  messages  may  necessitate  the  cut- 
ting or  replacing  of  stories  already  arranged. 

3.  Pages  following  editorial  page — social,  athletic,  market  news. 

4.  Advertisements  become  smaller  in  space  occupied  from  the  first  to  the 
last  part  of  the  paper,  want  advertisements  being  placed  usually  toward 
the  end. 

In  magazines: 

1.  Leading  or  featured  articles. 

2.  Departmental  articles. 

3.  Editorials  and  discussions. 

(Nos.  I  and  3  quite  as  often  change  places,  especially  in  weeklies  of 
comment  and  opinion.) 

You  will  also  notice  in  your  study  of  make-up  that  stories  are 
frequently  broken,  to  be  continued  on  later  pages.  This  makes  it 
possible  to  group  many  prominent  stories  toward  the  front  and  also 
to  lead  the  reader's  attention  to  those  pages  further  back  where  the 
advertising  and  the  reading  matter  appear  side  by  side.  As  a  rule 
the  lines  of  print  in  the  first  part  of  a  story  are  spaced  farther  apart 
than  those  toward  the  end.    These  are  said  to  be  "leaded,"  that  is,. 


THE   NEWSPAPER  AND  THE   MAGAZINE  269 

a  space  bar  called  a  lead  is  placed  between  the  lines.     Material  that 
is  closely  set,  without  the  lead,  is  said  to  be  "set  solid." 

PROBLEMS 

1.  Explain  the  organization  of  your  school  paper,  and  of  other  school  papers. 
How  do  they  differ  in  organization?  Why  should  there  be  any  difference  among 
them  ? 

2.  Explain  the  make-up  of  your  school  paper,  and  of  other  school  papers.  Ac- 
count for  the  arrangement  of  reading  matter  and  of  advertisements. 

3.  Study  the  news  in  your  newspaper  from  the  point  of  view  of  geography.  How 
many  different  localities  are  reported? 

4.  Explain  the  different  interests  represented  in  your  newspaper,  that  Is,  tell 
which  news  makes  its  appeal  strictly  to  business,  which  to  the  home,  which  to  social 
life,  and  so  on. 

5.  What  system  of  circulation  would  you  follow  in  distributing  your  school 
paper?  How  many  different  kinds  of  circulation  are  there  connected  with  the 
average  school  paper?  What  devices  may  be  employed  to  increase  the  circulation 
of  a  school  paper  ? 

6.  Compare  your  home  newspaper  with  other  newspapers  and  point  out  differ- 
ences in  make-up  and  organization. 

7.  Compare  the  advertisements  in  your  newspaper  with  those  in  a  magazine. 
In  what  respects  are  they  similar?     In  what  respects  different? 

8.  Explain  how  arrangement  of  reading  matter  in  your  newspaper  may  be  help- 
ful to  the  advertiser. 

9.  Debate  the  following  with  your  classmates: 

— ^The  magazine  is  more  difficult  to  make  up  than  the  newspaper. 
— ^The  magazine  is  more  valuable  to  the  home  than  the  newspaper. 
— ^The  newspaper  is  a  necessity;  the  magazine,  a  luxury. 
— ^The  newspaper  should  be  kept  out  of  the  hands  of  children. 
— Editorials  should  appear  on  the  first  page  of  every  newspaper. 

10.  Organize  your  class  into  a  newspaper  office.  Provide  for  as  many  editors, 
repoiters,  correspondents,  business  managers  as  are  necessary  to  a  complete  "cov- 
ering" of  school  and  community  interests.  Then  produce  a  class  paper.  Reading 
matter  may  be  written  on  long,  narrow  strips  of  paper,  and  the  whole  newspaper 
made  up  by  pasting  these  on  heavy  wrapping  paper. 

SECTION  27 

Stories. — The  composition  that  is  written  for  publication  in  a 
newspaper  may  be  called  the  write-up,  though  newspaper  writer^ 
apply  the  word  story  to  practically  all  kinds  of  writing  they  prepare 


270  THE  ENGLISH  OF  COMMERCE 

for  publication.  The  paper  on  which  the  story  is  submitted  in  long 
hand  or  typewriting  is  called  copy.  A  news  writer  is  asked  to  observe 
the  following  rules  in  the  preparation  of  his  copy,  as  a  matter  of  con- 
venience to  those  who  are  obliged  to  handle  it  during  its  passage 
through  the  various  processes  of  manufacture  into  news.  They  are 
excellent  rules  to  follow  in  the  preparation  of  any  sort  of  copy,  how- 
ever; 

Write  clearly  and  legibly  on  one  side  of  the  paper  only. 

Put  your  name  at  the  top  of  the  first  sheet  and  number  the  sheets  accu- 
rately. 

Leave  plenty  of  space  between  lines;  leave  generous  margins  on  both  sides 
of  page;  leave  space  at  top  of  first  page  for  insertion  of  headlines,  and  at 
bottom  of  all  pages  so  that  they  may  be  pasted  together. 

If  possible  have  pages  end  with  paragraph;  at  least,  do  not  run  a  sentence 
over  from  one  page  to  another;  and  do  not  divide  words  from  line  to  line. 

Pages  inserted  should  be  lettered  a,  b,  c,  etc.,  with  the  preceding  page  num- 
ber before  them — 2a,  2b,  2c,  etc. 

To  denote  changes,  cross  out  and  rewrite  between  the  lines.  Be  particu- 
larly careful  to  spell  proper  names  correctly. 

If  you  make  use  of  any  unusual  expression — slang,  dialect,  reformed  spell- 
ing, etc. — write  Follow  copy  on  the  margin  and  line  it  to  the  expression. 

Be  sure  that  you  understand  proof  reading  marks  and  use  them  freely  in 
keying  up  your  copy  when  you  read  it  over. 

Be  sure  to  make  commas,  semicolons,  periods,  and  other  marks  of  punc- 
tuation stand  out  distinctly. 

Make  use  of  continued  or  end  marks  to  indicate  whether  your  copy  is  com- 
plete. A  minus  mark  in  a  circle  may  indicate  to  be  continued,  a  plus 
mark,  or  an  X,  in  a  circle  may  indicate  end.  (These  signs  vary  among 
newspaper  offices.) 

Newspaper  content  may  be  roughly  classified  as  follows: 

The  NEWS  RECORD — marriage,  birth,  death  notices;  stock  quota- 
tions; weather  reports;  condensed  notes  of  any  sort. 

The  NEWS  ITEM — statement  of  the  bare  facts  of  some  event  of 
minor  importance,  covering  a  space  of,  say,  from  one  to  six  inches 
in  a  column. 

The  FEATURE  or  HUMAN  INTEREST  STORY — expanded  news  item 
in  which  the  writer  "plays  up"  or  features  some  element  of  human 


THE  NEWSPAPER  AND  THE   MAGAZINE 


271 


interest  and  emotion  for  the  sake  of  the  story  itself  rather  than  for 
news  values. 

Typical  news  stories 


DEESS  AT  CONFEKENCE. 


Mannfaetarera    of    Raw    Materlala 
and  DresKes  Meet  TSeTct  Week. 

A  series  of  group  meetings  to  be 
participated  in  by  the  active  and  as- 
sociate members  of  the  Associated 
Dress  Industries  of  America  will  com- 
mence next  week  In  the  newly  en- 
larged quarters  of  the  organization 
in  the  Holland  House.  A  special 
meeting  room  hais  been  provided  for 
this  purpose  and  It  is  anticipated  that 
the  meetings  will  be  resultful  and 
bring^  , about  a  better  understanding 
between  manufacturers  of  the  raw 
materials  used  in  the  dress  manufac- 
turing trade  and  the  manufacturers 
of  dresses  themselves. 


WHALES  CHASE  SHIP. 


San      Jose      Also      Slftlited      Oilier 
TlLlngrs  0<f  JH'evr  Ki^land. 

Boston,  Mass.,  July  7.— Passengers 
on  the  United  Fruit  steamship  San 
Jose,  which  arrived  here  today  from 
Port  Lilmon,  Costa  Rica,  witnessed 
the  unusual  sight  off  the  New  Eng- 
land coast  Saturday  of  ^ight  whales, 
one  of  which  came  within  a  hundred 
leet  of  the  vessel. 

A  myriad  of  Mother  Gary's  chickens 
were  hovering  over  the  leviathans  ^nd 
a  number  of  sharks  were  seen  In  the 
distance.  Some  of  the  whales  fol- 
lowed in  the  wake  of  the  steamship  for 
hours  and  then  spouted  and  disap- 
peared. 


The  LEADING  ARTICLE — long  write-up  of  some  event  of  Importance, 
local  or  general,  covering  anywhere  from  a  half  column  to  many  full 
columns. 

The  EDITORIAL — expository  or  argumentative  comment  upon 
news,  with  the  purpose,  as  a  rule,  of  Influencing  opinion.  The  good 
editorial  Is  so  written  that  the  reader  will  be  led  to  agree  with  the 
writer's  views  without  being  conscious  of  the  Influencing  process. 

The  SPECIAL  ARTICLES — thosc  of  Interest  to  women  or  children, 
or  to  various  lines  of  business  and  Industry.  They  are  magazine 
materials  used  by  newspapers  for  the  purpose  of  enlarging  the  circle 
of  appeal. 

There  are  two  special  characteristics  of  newspaper  stories  that 
need  consideration.  First,  a  long  story  must  be  so  written  that  it  Is 
capable  of  discontinuance  at  any  one  of  several  points — usually  at 
the  ends  of  paragraphs — without  detriment  to  the  unity  of  the  whole 
story.  Second,  every  story  longer  than  a  paragraph  must  have  a 
summarized  statement  of  the  entire  content  in  the  first  paragraph. 
This  introductory  paragraph  is  called  the  lead.  It  enables  the  hur- 
ried reader  to  get  a  general  idea  of  the  whole  story  and  it  is  capable 


272  THE  ENGLISH  OF  COMMERCE 

of  standing  alone  as  a  mere  news  item  in  case  the  story  has  to  be  dis- 
continued immediately  after  it. 

The  news  story  should  be  colorless  and  unprejudiced.  Reporters 
report  news  and  news  only;  they  are  not  permitted  to  insert  personal 
opinion  in  their  stories.*  Only  in  exceptional  cases  may  they  sign 
their  stories.  Most  papers  furnish  their  writers  with  booklets  that 
set  forth  a  number  of  rules  or  "Don't's"  for  guidance.  These  are 
calculated  to  economize  and  standardize  the  English  used  and  to 
strip  it  of  superfluous  and  hackneyed  forms.  The  entire  content  of 
such  a  booklet  cannot  be  given  here,  but  the  following  excerpts  will 
serve  to  give  an  idea  of  what  it  contains.  The  first  is  quoted  by  per- 
mission of  The  Springfield  Republican  ;  the  second  by  permission  of 
The  Chicago  Record  Herald  : 

THINGS  TO  BE  AVOIDED 

Never  begin  a  sentence  with  a  subordinate  phrase  indicating  time  and 
place;  such  as  "At  the  police  court  yesterday  John  Jones  was  fined  $5."  Say 
instead  "John  Jones  was  fined,"  etc. 

Never  break  a  word  in  two  at  the  end  of  a  page. 

Never  use  "obsequies,"  "deceased,"  "nuptials,"  "interred,"  "interment"; 
**  lady  "  or  "  gentleman  "  when  "  woman  "  or  "  man  "  can  be  used;  "  occur  " 
except  when  speaking  of  an  unexpected  happening;  the  impossible  verbs 
"to  suicide,"  "to  burglarize,"  etc.;  "purchase"  for  "buy,"  "remainder"  for 
"  rest,"  "portion"  for  "part,"  or  any  long  word  when  a  short  one  can  be  found. 

Never  use  "nd"  or  "rd"  with  a  figure;  "d"  is  enough,  as  2d  or  3d. 

Never  use  "Hon.,"  "D.  D.,"  "LL.D.,"  "Esq.,"  "Mr.,"  except  when 
coupled  with  "Mrs.,"  or  when  it  is  impossible  to  get  initials;  use  "Father" 
for  a  Catholic  priest  only  when  the  priest  is  of  long  service  and  the  title  can 
be  justly  applied;  otherwise  say  "Rev.,"  as  you  do  with  any  other  denomina- 
tion.   Never  say  "the  Rev." 

Never  write  your  story  in  the  first  person,  or  speak  of  what  the  reporter 
did.    The  person  of  the  writer  should  be  eliminated  from  the  article. 

OCCUR — Don't  say  "the  marriage  occurred"  unless  it  really  is  a  sudden, 
chance  affair.  A  marriage  usually  is  arranged  in  advance  for  a  certain  date; 
hence,  it  "takes  place"  and  does  not  "occur." 

OF  COURSE — ^Like  "you  know,"  it  is  used  so  often  and  irrelevantly,  espe- 
cially in  conversation,  that  it  has  become  almost  meaningless.  Employed 
•  This  rule  does  not  hold  strictly  in  British  newspapers,  however. 


THE  NEWSPAPER  AND  THE  MAGAZINE  273 

occasionally  and  sparingly,  it  is  effective  in  expressing  emphatic  assent  or 
assertion. 

OFFICER— Don't  use  it  for  "policeman."  An  "officer"  is  one  who  holds 
an  office,  while  a  "policeman"  is  an  employee  serving  in  the  ranks. 

OLD — Don't  call  a  woman  advanced  in  years  an  "old  woman."  Say 
"aged." 

OVATION — Most  good  newspapers  consider  it  extravagant,  and  some  bar 
it  altogether.     The  word  should  be  reserved  for  a  really  great  occasion. 

OVER — Don't  use  it  in  the  sense  of  "more  than." 


The  purpose  of  the  interviewer  should  be  to  induce  a  maximum 
of  response  from  the  person  interviewed,  through  the  minimum  of 
interrogation.  The  good  interviewer  will  decide  before  making  an 
interview  what  the  chief  object  of  his  interview  is  and  will  center  his 
questions  or  his  conversation  upon  this  point.  It  is  much  better  to 
give  the  interview  the  atmosphere  of  a  pleasant  little  conversation, 
than  to  make  it  a  cut-and-dried  catechism.  The  Interviewer  Is  both 
buyer  and  salesman.  He  must  therefore  be  Insistent  but  pleasant. 
He  must  play  to  personal  whim  and  Idiosyncrasy  In  his  subject. 
Above  all,  he  must  be  accurate  and  truthful  In  his  subsequent  story, 
or  there  may  be  serious  consequences  for  his  paper. 

Magazine  English  may  not  be  classified  as  newspaper  English  is, 
above.  It  is  really  "book  English,"  or  should  be.  Indeed,  the  con- 
tents of  many  of  the  books  you  read  appeared  In  the  columns  of  a 
magazine  before  they  were  published  as  books.  Magazines  are  not 
made  up  In  the  great  haste  and  under  the  high  pressure  usually 
required  In  newspaper  make-up  and  manufacture;  hence,  there  is 
little  or  no  need  for  writing  In  such  a  way  as  to  make  last-moment 
adjustments  easily  and  quickly.  One  type  of  magazine  writing,  how- 
ever, does  call  for  special  treatment,  namely,  the  weekly  review  of 
events.  Timeliness  enters  to  some  extent  into  this,  though  not  to 
the  same  degree  as  in  the  daily  newspaper.  But  the  principal  prob- 
lem Is  to  condense  Into  brief  and  succinct  review  the  big  news  stories 
that  may  have  appeared  on  the  first  pages  of  all  the  dailies  for  a 
week.  This  calls  for  a  close  sifting  of  the  salient  points  In  the  stories 
and  a  summarizing  of  them  In  clear  and  coherent  form,  from  an  un- 
biased angle.  It  Is  an  interesting  study  to  collect  leading  articles  in 
a  daily  newspaper  for  a  week  and  compare  them  with  the  summarized 


274  THE  ENGLISH  OF  COMMERCE 

write-up  in  some  weekly  review,  such  as  The  Literary  Digest.  The 
stories  thus  summarized  may  be  made  to  speak  for  themselves  by 
means  of  carefully  selected  quotations. 

Editorials. — The  reporter  gathers  and  writes  the  news,  but  does 
not  comment  upon  it;  the  editorial  writer  comments  upon  news,  but 
does  not  gather  it.  Like  the  reporter,  the  editorial  writer  is  usually 
anonymous.  In  case  he  finds  it  necessary  to  use  the  first  personal 
pronoun,  it  must  be  we,  never  /.  This  is  sometimes  called  the  edi- 
torial we.  The  starting  point  of  an  editorial  is  the  news  event  upon 
which  it  is  based,  which  it  uses  as  a  text.  It  frequently  opens  with 
a  direct  reference  to  a  news  event.  This  may  constitute  the  lead. 
Inasmuch  as  the  editorial  page  of  a  paper  is  not  subjected  to  hasty 
make-up,  the  editorial  does  not  have  to  be  composed  in  the  de- 
tached paragraph  form  required  in  news  stories.  Some  papers  set 
their  editorials  off  by  means  of  short  sentence  paragraphs,  and  by 
wider  columns  and  heavier  type  than  are  used  elsewhere.  Rarely 
should  an  editorial  be  openly  argumentative.  Argument  is  likely  to 
antagonize.  A  paper  wants  its  editorials  read,  for  it  publishes  them 
with  purpose  to  influence.  An  editorial  that  offends,  therefore,  defeats 
its  own  ends.  It  may  explain;  it  may  interpret;  it  may  be  humorous, 
reflective,  descriptive,  narrative.  It  may  argue  in  the  guise  of  any 
or  all  of  these.  As  above  defined,  the  best  editorial  is  the  one  that 
leads  the  reader  to  agree  with  it  without  permitting  him  to  feel  that 
it  is  deliberately  setting  out  to  do  so.  It  makes  him  think  he  is 
reading  his  own  views,  just  as  the  best  salesmanship  makes  the  buyer 
unconsciously  sell  to  himself. 

Editorials  follow  news  but  lead  opinion.  They  may  appear  on 
date  even  with  the  news  report  upon  which  they  are  based,  but  they 
are  more  likely  to  appear  a  day  or  two  later.  They  may  be  con- 
tinued, that  is,  they  may  appear  in  a  series  in  order  to  follow  the 
development  of  a  big  news  event  or  to  give  the  reader  only  as  much 
as  he  can  conveniently  grasp  at  one  reading.  They  may  be  long  or 
short.  Brief  editorial  comments,  consisting  of  bright  or  ironical 
observations  on  current  events,  are  sometimes  called  sub-editorials  or 
editorial  paragraphs.  An  editorial  paragrapher  is  usually  one  of  the 
highest  paid  writers  on  a  newspaper  staff. 


THE  NEWSPAPER  AND  THE  MAGAZINE  275 

Headlines. — A  headline  is  a  news  advertisement.  It  may  be 
long  or  short,  according  to  the  value  of  the  news  and  according  to  the 
length  of  the  story  it  heads.  For  a  brief  news  item,  a  headline  of  a 
few  important  words  is  all  that  is  necessary.  News  records  are 
grouped  under  a  headline  of  a  single  word.  But  a  long  leading  story 
usually  has  two  or  more  headlines,  each  indicating  some  definite 
phase  or  heading  in  the  story,  and  one  being  separated  from  another 
by  means  of  short  lines  called  rules  or  by  means  of  different  styles 
of  print.  Such  headlines  are  called  decked  headlines.  In  case  a 
story  is  continued  from  one  page  to  another  it  is  customary  to  run 
the  first  deck  of  the  headline  above  the  continued  portion.  This  is 
called  a  jump  headline.  As  a  rule  the  headline  of  a  story  is  column 
wide,  that  is,  just  as  wide  as  the  column  in  which  the  following  story 
appears.  In  the  case  of  big  or  unusual  news,  however,  it  may  be 
spread  over  two  or  more  columns — sometimes  over  the  full  width  of 
the  first  page  of  a  paper.  This  is  called  a  flash  or  a  scare  head- 
line. Editorials  are  usually  headlined  by  means  of  a  single  line. 
Sometimes  this  may  be  inserted  or  "boxed"  in  the  side  of  the 
editorial  rather  than  placed  at  the  top.  The  title  or  headline  of 
an  illustration,  placed  either  above  or  below  it,  is  called  caption  or 

LEGEND. 

Headlines  are  composed  after  the  stories  to  which  they  belong 
are  made  up,  usually  by  a  special  editor,  rarely  by  those  who  write 
the  stories.  The  purpose  of  the  headline  is  to  give  a  general  idea  of 
what  a  story  contains,  and  to  attract  attention.  The  most  striking 
headlines  are  usually  found  in  the  upper  right-hand  corner  of  the 
first  page,  the  part  displayed  by  newsdealers  in  arranging  papers  on 
their  stands.  Long  stories  are  broken  at  different  points  by  the  in- 
sertion of  sectional  headlines  that  serve  to  "clinch"  or  round  out 
the  different  sections. 

Nouns,  verbs,  adjectives,  and  adverbs  are  the  parts  of  speech 
that  are  most  frequently  used  in  the  composition  of  headlines.  Verbs 
are  kept  in  the  present  tense  as  far  as  possible.  Articles,  prepositions, 
and  conjunctions  are  used  sparingly.  Words  that  look  much  alike 
and  are  apt  to  be  confused  in  rapid  reading  should  not  be  used  in 
the  same  headline,  such,  for  instance,  as  sturdy  and  study,  decease 
and  decrease  J  reply  and  rely.     Headlines  should  be  definite  and  spe- 


276  THE  ENGLISH  OF   COMMERCE 

clfic.  They  should  aim  to  give  units  of  information,  rather  than 
general  impressions.  In  former  days  news  stories  were  headlined  by 
what  are  now  called  blind  or  dead  headlines — headlines  that  were 
so  general  as  to  be  valueless  as  information.  "Terrible  Accident," 
"Awful  Threat,"  "Hurt,"  "Killed,"  "Celebration,"  are  typical  of 
such  headlines.  They  are  rarely  used  today.  Instead  of  "Terrible 
Accident"  it  is  more  to  the  point  to  use  "Three  Killed  as  Auto  Over- 
turns"; instead  of  "Awful  Threat,"  "Blackhand  Demands  Life  or 
Money." 

The  newspaper  headline  is  more  than  a  title  but  less  than  an  out- 
line. The  headline  of  a  magazine  article  is  usually  a  title  merely. 
The  latter  is  rarely  decked.  In  both  publications  the  headline  is 
a  form  of  advertising. 

Illustrations. — Magazines  are  illustrated  much  more  profusely 
and  elegantly  than  newspapers.  The  better  quality  of  paper  on 
which  they  are  printed  admits  of  the  use  of  color,  and  their  more 
leisurely  make-up  admits  of  a  more  artistic  arrangement  of  illustra- 
tions. In  both  kinds  of  publication,  illustrations  have  been  found 
profitable.  They  increase  sales.  They  give  better  and  clearer  im- 
pressions of  the  stories  they  accompany.  They  appeal,  not  only  to 
children,  but  to  adults  as  well,  for  everybody  likes  a  picture.  They 
carry  a  human  touch.  Illustrations  should  be  placed  as  closely  as 
possible  to  the  reading  matter  to  which  they  belong  and  they  should 
always  have  definite  captions.  The  wooden  block  to  which  the  plate 
containing  an  illustration  is  attached  is  called  in  the  language  of  the 
print-shop  a  cut,  and  this  term  is  popularly  applied  in  publishing  offices 
to  the  illustration  as  well.  There  are  four  general  classes  of  illustra- 
tions or  cuts  produced  in  the  majority  of  newspapers  or  magazines: 
(i)  cuts  of  individuals  or  of  groups  of  individuals  in  the  public  eye; 
(2)  cuts  of  scenes  or  maps  used  for  the  purpose  of  explaining  a  news 
story;  (3)  reproductions  of  art — pictures  and  statuary;  (4)  sketches 
and  cartoons  used  for  the  purpose  of  humor  and  entertainment  merely, 
or  for  the  purpose  of  influencing  opinion  by  means  of  graphic  com- 
ment upon  news.  Used  for  the  latter  purpose  they  are  sometimes 
called  editorial  cartoons. 


A  linotype  machine  equipped  with  three  standard  magazines  and  one 
auxiliary  magazine.  From  the  standard  magazines  540  characters 
are  available  in  six  different  faces,  and  28  additional  characters 
can  he  set  from  the  auxiliary  magazine 


■j 

■H^^^^--^— ■  ^^^^^No'vP^^^^^^^^I^^^^^^^^^^^H 

^^1 

I^^^^^^^^^^^^^B^Mi^ft^cL  -^i 

277 


278  THE  ENGLISH  OF  COMMERCE 

Advertisements. — Newspapers  and  magazines  are  supported  by 
the  advertising  they  carry.  Business  is  supported  in  large  measure 
by  the  advertising  it  circulates  through  these  publications.  Maga- 
zines contain  principally  advertising  of  single  articles  that  are  well 
known  all  over  the  country.  This  is  called  national  advertising. 
Newspapers  carry  this  kind  of  advertising  also,  but  in  a  manner  that 
adapts  an  article  of  national  use  to  the  locality  in  which  the  paper  is 
published.  This  is  called  localized  national  advertising.  In  addi- 
tion, newspapers  carry  a  large  amount  of  purely  local  advertising, 
that  is,  advertising  that  has  to  do  with  local  business  concerns.  It 
is  estimated  that  the  dailies  of  the  country  carried  upwards  of 
$130,000,000  worth  of  national  advertising  in  the  year  1919.  Period- 
icals in  this  country  offer  a  manufacturer  a  combined  monthly  adver- 
tising circulation  of  20,971,552  at  the  rate  of  $122.90  an  agate  line. 
Newspapers  in  this  country  offer  a  combined  daily  circulation  of 
44,681,621  at  the  rate  of  $88.55  P^r  agate  line.*  Newspaper  circula- 
tion is  therefore  seen  to  be  more  than  twice  as  great  and  less  expen- 
sive. There  are  two  kinds  of  circulation:  one  quantitative  and  one 
qualitative.  The  former  refers  to  numbers  of  readers  merely;  the 
latter  to  quality  of  readers.  Magazines  probably  appeal  to  a  some- 
what more  intellectual  class  than  newspapers;  hence,  the  lower  quan- 
titative circulation  in  the  case  of  the  magazine  may  be  more  than 
compensated  for  by  its  higher  qualitative  circulation  over  the  news- 
paper. 

The  afternoon  newspaper  is  perhaps  a  somewhat  better  medium 
for  advertising  than  the  morning  newspaper.  This  is  because  it  is 
likely  to  last  longer  in  the  home  and  to  be  read  by  more  members 
of  the  family  than  the  morning  paper.  For  many  years  newspapers 
and  magazines  have  conducted  a.  strenuous  campaign  for  the  purpose 
of  excluding  fraudulent  advertising  from  their  columns  until  today 
the  large  advertising  department  of  every  great  newspaper  is  able  to 
vouch  for  the  genuineness  of  its  advertising  matter. 

Sample  rate  cards  are  given  on  page  366.  It  will  be  found 
an  interesting  study  to  estimate  from  these  cards  the  total  in- 
come of  a  single  issue  of  each  of  these  magazines  from  advertising 
alone. 

*  These  figures  are  used  by  courtesy  of  The  Editor  and  Publisher, 


THE  NEWSPAPER  AND   THE   MAGAZINE  279 

PROBLEMS 

1.  Examine  your  school  paper  and  your  home  newspaper,  and  compare  the  two 
from  the  points  of  view  of  content  and  make-up. 

2.  Write  news  stories  on  some  of  the  following,  composing  appropriate  head- 
lines and  starting  each  one  with  a  lead: 

A  victory,  a  defeat,  a  dance,  a  tea,  a  race,  a  battle,  a  railroad  accident,  a  school 
commencement,  an  automobile  accident. 

3.  Write  three  or  four  news  items  about  school  or  class  happenings  of  the  past 
week. 

4.  Write  leads  for  news  stories  suggested  by  the  following: 

— Mr.  Grabbit  reduces  wages  and  his  men  strike. 

— ^The  new  school  building  is  ready  for  occupancy. 

— Old  home  week  was  celebrated  in  your  town  last  week. 

— Mr.  Grouch  goes  into  bankruptcy. 

— Mrs.  Dash  entertains  at  tea. 

5.  Write  feature  stories  on  one  of  the  following: 

— The  fire  scare  at  your  school. 

— Mrs.  Lighthed  has  funeral  for  her  favorite  poodle. 

— ^The  pupil  who  knows  his  lesson  receives  zero. 

— ^A  mouse  interrupts  a  recitation. 

— How  the  class  behaves  in  the  teacher's  absence. 

6.  Interview  the  captain  of  some  team  about  a  game  or  about  his  plans  for  the 
season.     Write  a  news  story  from  your  interview,  giving  it  appropriate  headlines. 

7.  Write-  editorials  on  matters  pertaining  to  your  school  interests.  Advocate 
the  establishment  of  some  rule,  or  the  organization  of  some  club,  or  use  the  following: 

— Why  only  thirty  minutes  for  lunch  ? 

— The  tardy  room — and  failure. 

— The  "useless"  study. 

— Athletes  and  their  marks. 

— Keeping  the  building  clean. 

8.  Write  an  editorial  in  explanation  of  a  certain  pupil's  bad  conduct  and  show 
that  he  should  not  be  suspended. 

9.  Write  a  summary  of  some  big  news  event  that  has  been  of  first  page  Impor- 
tance* for  a  week  or  more.  Summarize  the  happenings  in  order;  state  the  principal 
points;  give  editorial  comment  on  the  event,  if  there  has  been  any. 

10.  Make  the  following  blind  headlines  specific: 

— Great  Crowd.  — Lower  Wages.  — The  Accident. 

— Fearful  Storm.  — Money  Lost.  — Explosion. 

— Murder.  — Hurt.  — A  Pleasant  Time. 

— Dangerous  Bill.  — Special  Care.  — Fire. 


280  THE  ENGLISH  OF  COMMERCE 

11.  Speak  to  your  classmates  on  one  of  the  following: 

— My  visit  to  a  print-shop. 

— Why  I  like  to  read  the  paper. 

— My  favorite  magazine. 

— The  newspaper  as  informer. 

— The  newspaper  as  gossip. 

— The  magazine  as  educator. 

— The  magazine  as  entertainer. 

— Newspapers  and  local  business. 

— Magazines  and  our  school  paper. 

— Work  on  the  school  paper  as  training  for  the  future.- 

12.  Write  up  a  number  of  real  or  imaginary  school  events  in  the  form  of  news 
records — marriages,  deaths,  reports,  etc. 

SECTION  28 

Policy. — AVhat  character  is  to  manhood,  policy  is  to  the  news- 
paper and  the  magazine.  A  publication  must  be  honest  in  manage- 
ment and  dignified  in  manufacture  if  it  would  demand  respect.  Good 
paper,  clear  print,  intelligent  make-up,  correct  writing,  artistic  illus- 
trations, discernment  and  refinement  in  the  choice  of  materials  pub- 
lished— these  are  some  of  the  elements  of  a  good  publication.  In 
time  of  agitation  the  good  newspaper  and  the  good  magazine  will 
restrain  and  guide.  In  time  of  public'indifference  and  lethargy  they 
will  inspire  and  lead.  Always  they  will  educate,  uplift,  and  hold  to 
the  truth. 

The  publications  that  fall  short  in  these  characteristics  are  some- 
times popularly  called  "yellow."  They  are  so  called  because  print- 
ing in  color  was  first  made  possible,  on  a  large  scale,  with  yellow  ink, 
and  because  this  new  medium  was  first  used  by  the  cheaper  publica- 
tions for  producing  illustrations  supposedly  humorous  but  really  in 
thoroughly  bad  and  vulgar  taste.  Publications  that  deal  in  sensational 
and  uncertified  accounts  of  events,  that  indulge  in  personal  attack, 
that  feature  news  of  crime  disproportionately  to  a  better  class  of 
news,  that  influence  through  virulent  editorials,  that  degrade  by 
vulgar  illustrations,  that  are  as  erratic  and  inconsistent  in  make-up 
as  they  are  feverish  in  content,  that  carry  scare  headlines  in  color, 
that  prefer  the  extravagant  terms  butchered  and  starved  and  mangled 
to  killed  and  hungry  and  torn — such  publications  are  today  referred 
to  as  yellow.     Dignity,  integrity,   reliability,   tone,  and  taste  and 


THE  NEWSPAPER  AND  THE  MAGAZINE  28 1 

symmetry  in  make-up  are  lacking  in  newspapers  and  magazines  of 
the  yellow  variety.  But  fortunately  their  number  is  rapidly  becom- 
ing smaller  and  their  influence  less  and  less  dangerous. 

Habit. — Policy,  as  here  used,  means  the  attitude  of  a  newspaper 
and  a  magazine  toward  you;  habit,  your  attitude  toward  the  news- 
paper and  the  magazine.  Read  only  the  best  newspapers  and  maga- 
zines. Rarely  attempt  to  read  any  one  straight  through.  Select  the 
stories  that  have  special  bearing  upon  your  work  and  your  interests, 
those  that  keep  you  informed  and  abreast  of  the  times,  and  those  that 
supply  you  with  wholesome  entertainment.  In  this  way  you  will  be 
able  to  use  these  publications  profitably;  if  you  attempt  to  read  all 
they  contain  you  will  be  used  by  them.  The  person  who  devotes 
hours  every  day — the  whole  forenoon  or  afternoon  on  Sundays — to 
reading  the  newspapers,  is  being  used  by  them  and  is  wasting  his 
time.  He  who,  on  the  other  hand,  forms  the  habit  of  just  "glancing 
through"  the  paper,  probably  does  not  devote  sufficient  time  to  it 
to  become  well  and  accurately  informed.  There  is  a  happy  medium 
to  be  struck,  especially  by  those  readers  who  are  doing  important 
work  in  the  world.  They  will  assort  the  contents  of  the  publications 
they  read ;  they  will  dominate  the  newspaper  or  the  magazine ;  they 
will  know  some  of  the  contents  well,  some  not  at  all,  some  in  a  general 
way  only.  The  wise  reader  will  not  permit  himself  to  become  so 
addicted  to  a  single  publication  as  to  call  it  "my  paper,"  and  thus 
be  unable  to  read  any  other  with  satisfaction.  Beware  not  only  of 
the  man  of  one  book,  but  of  the  man  of  one  paper. 

Value. — The  chief  value  of  newspapers  and  magazines  lies  in 
the  fact  of  their  human  interest.  They  treat  of  men  and  women 
engaged  in  the  interesting  processes  of  living.  They  are  cross  sections 
of  human  life  and  endeavor.  Each  is  a  daily  history  of  the  world,  a 
periodical  museum  of  human  activity.  Life  and  death,  failure  and 
achievement,  peace  and  war,  and  all  the  rest,  are  printed  and  pic- 
tured forth  in  such  a  way  that  you  cannot  study  them  even  briefly 
without  having  your  sympathies  made  larger,  your  interests  broad- 
ened, your  head  and  hand  and  heart  all  stimulated.  You  must  not 
let  these  human  values  escape  you.  If  you  look  at  your  paper  to  get 
the  report  of  a  game,  and  for  this  only,  you  have  lost  much  though 
you  may  have  gained  a  little.     There  on  another  page  is  the  story  of 


282  THE  ENGLISH  OF  COMMERCE 

how  a  boy  was  hurt  on  the  field ;  on  still  another  is  an  editorial  con- 
demning the  sport,  perhaps;  and  further  on  a  letter  from  the  boy's ^ 
father.     The  mere  score  of  a  game  is  insignificant  compared  to  this 
complete  story.     The  one  is  a  cold  athletic  record;  the  other  is  a. 
colorful  account  of  deep  human  interest. 

Power. — You  may  have  heard  the  expression,  "the  power  of  the 
press."  Such  publications  as  newspapers  and  magazines  have  a 
power  that  is  incalculable  in  actual  terms.  No  one  can  tell  just 
exactly  what  their  power  is  in  any  given  instance,  but  every  one  can 
feel  that  enormous  power.  It  is  their  regular  and  persistent  and 
insinuating  issue  that  exerts  the  vast  influence.  No  one  can  resist 
it,  however  much  he  may  plume  himself  upon  doing  so.  Uncon- 
sciously he  "stalks  and  talks,  the  puppet  of  pen  and  ink  and  paper." 

Some  people  think  newspapers  and  magazines  more  powerful  than 
books  or  schools  or  churches.  Certain  it  is  that  they  come  to  us 
freely  and  even  aggressively,  frequently  without  exertion  on  our  own 
part.  The  covers  of  a  book  are  doors  that  shut  its  power  in  to  some 
extent.  Books  preserve  literature;  newspapers  and  magazines,  by 
their  constant  change  and  circulation,  give  it  birth  and  life.  News- 
papers and  magazines  have  been  known  to  close  factories;  to  incite 
to  riot;  to  relieve  the  suff"erings  of  an  entire  nation;  to  cause  declara- 
tion of  war;  to  initiate  and  consummate  movements  for  peace.  There 
is  no  limit  to  newspaper  and  magazine  power  for  good  or  for  ill. 
Watch  the  affairs  in  your  own  community  in  the  light  of  your  study 
of  news  and  editorials,  and  you  will  probably  see  some  interesting 
reactions. 

PROBLEMS 

I.  Convert  the  following  "yellow"  headlines  into  dignified,  conservative  ones: 
— Body  crushed  to  pulp  by  fall. 
— "Liar!"  shouts  man  at  accuser. 
— Strangled  to  death. 
— Horribly  mangled  under  cars. 
— Carter  fumbles  and  loses  game. 
— Motorman  kills  child. 
—Kills  three;  shoots  self. 
— Eyes  burned  out  in  Tibet.  « 
— Starves  to  death  in  hovel. 
— Shot  down  like  dog. 


THE   NEWSPAPER  AND   THE   MAGAZINE  283 

2.  Explain  the  policy,  the  value,  and  the  power  of  your  own  school  paper  and  of 
other  school  papers  with  which  you  are  familiar.  What  can  you  say  of  the  school 
paper  habit  of  the  pupils  in  your  school? 

3.  Discuss  the  different  sorts  of  influence  a  newspaper  or  a  magazine  may  be 
subject  to — capital,  labor,  advertising,  political,  etc.  Tell  how  it  may  be  exerted 
in  each  case  and  what  the  consequences  may  be. 

4.  Are  you  ever  angry  or  happy  or  sad  or  discouraged  after  reading  the  news- 
paper or  the  magazine?  If  so,  explain  why.  Take  some  particular  occasion  on 
which  you  have  been  affected  in  one  of  these  ways  and  tell  about  it. 

5.  Explain  how  a  labor  union  might  be  greatly  benefited  by  meeting  once  a 
week  for  the  discussion  of  current  news  and  information  as  contained  in  newspapers 
and  magazines. 

6.  Debate  the  following  with  your  classmates: 

— The  magazine  is  more  influential  than  the  newspaper. 

— Every  working  man  should  read  one  newspaper  every  day  for  his  own 

industrial  and  commercial  interests. 
— The  newspaper  is  a  greater  power  for  good  than  the  pulpit. 
— The  magazine  is  a  greater  educator  than  the  book. 
— Newspapers  should  be  prohibited  the  publication  of  facts  pertaining  to 

crime. 

7.  Explain  in  what  ways  a  school  paper  may  make  its  power  felt  among  the 
students,  among  the  teachers,  and  among  the  parents  of  the  students. 

8.  Discuss  the  following  topics  with  your  classmates: 

— How  to  read  the  paper. 

—How  not  to  read  the  paper. 

— Newspapers  and  magazines  as  reformers. 

— The  newspaper  and  the  salesman. 

— The  reason  for  the  newspaper. 

— The  reason  for  the  magazine. 

— The  "yellow"  editorial. 

—"Don't  believe  what  you  read!" 

— The  money  that  backs  the  publication. 

— ^The  "glancing"  habit. 

— ^Victimized  by  the  paper. 

— The  school  and  the  newspaper. 

— ^The  church  and  the  newspaper. 

9.  Solve  the  following: 

— As  a  reporter  you  witnessed  a  motor  car  accident  in  which  a  child  was  run 
down.  You  know  the  chauff^eur  to  be  at  fault,  for  he  was  speeding  at  the 
time  and  did  not  blow  the  horn.  Write  up  a  colorless  account  of  the 
happening  for  your  paper. 


284  THE  ENGLISH  OF  COMMERCE 

— ^The  paper  on  which  you  are  a  reporter  is  controlled  by  local  street  railway 
interests.  In  writing  up  a  frightful  accident  that  has  occurred  on  one  of 
the  railway  lines,  you  are  directed  to  "play  up"  the  railway  interests, 
that  is,  to  exonerate  them  of  all  criminal  responsibility  in  the  catastrophe. 
You  refuse  to  do  it,  and  go  to  work  for  another  paper.  Write  an  expose 
of  the  matter  for  publication  in  the  newspaper. 

— As  editor  of  the  leading  paper  in  your  community  you  are  asked  by  the 
labor  unions  to  advocate  editorially  an  increase  in  wage.  Many  of  the 
prominent  and  influential  employers  in  the  community,  however,  are 
backers  of  your  paper.  On  the  other  hand,  your  own  employees  are 
strongly  organized.  Write  an  editorial  explaining  your  neutrality  in  the 
controversy. 

— Your  paper  has  printed  a  news  account  which  a  rival  paper  has  ironically 
shown  to  be  false.  Write  an  editorial  reply  to  the  rival  paper;  an  editorial 
reply  to  your  readers.  Write  up  the  interview  between  the  news  editor 
and  the  reporter  responsible  for  the  false  report. 

— ^As  editor  of  a  magazine  you  are  appealed  to  by  the  churches  to  omit  all 
illustrations  and  write-ups  pertaining  to  theatrical  affairs  from  the  pages 
of  your  publication.  Circulation  figures  show,  however,  that  your  maga- 
zine has  a  greater  circulation  among  the  theatrical  profession  than  among 
church  people.  But  your  advertising  manager  reports  that  most  of  your 
advertising  comes  from  business  men  who  are  active  in  the  church.  Write 
a  long  editorial  explaining  your  position. 

— In  reporting  an  important  social  event  for  your  paper,  you  omitted  to  state 
or  misstated  certain  features  of  the  affair.  The  hostess  of  the  occasion 
writes  an  irate  letter,  over  the  name  of  "Old  Subscriber."  Reproduce  her 
letter  and  write  a  brief  apologetic  editorial. 

— ^There  has  been  a  serious  strike  in  your  community,  for  a  month.  Much 
suffering  has  resulted;  riots  have  been  common.  There  is  no  immediate 
prospect  of  a  settlement.  Write  an  editorial  for  the  most  influential  paper 
in  the  community,  suggesting  a  compromise.  Write  another  editorial 
urging  the  people  to  be  calm,  economical,  and  patient. 

— The  people  in  your  community  have  been  subjected  to  some  unfair  treat- 
ment by  politicians  or  by  a  large  corporation,  let  us  say.  They  are  too 
easy-going  and  submissive.  Write  an  editorial  inciting  them  to  action  at 
the  next  election. 

— ^James  Blank's  series  of  editorials  on  food  adulteration  has  increased  the  cir- 
culation of  your  magazine  seventy-five  per  cent  over  ifes  former  circulation. 
However,  large  advertisers  of  breakfast  foods,  canned  goods,  and  so  forth, 
threaten  to  withdraw  their  advertising  if  you  do  not  discontinue  Blank's 
articles.  Discuss  the  situation  from  all  points  of  view  and  tell  what  you 
decide  to  do  in  the  case.    Is  a  compromise  possible?    Perhaps  you  had 


THE   NEWSPAPER  AND   THE   MAGAZINE  285 

better  reproduce  one  of  Blank's  articles,  write  an  editorial  about  it,  and 
prepare  an  advertisement  of  some  breakfast  food  that  refers  to  the  article 
in  question. 
10.  Write  news  stories  on  various  parts  of  this  chapter,  as  suggested  by  the 

following  outline.     Headline  each  story  appropriately,  and  make  up  a  newspaper 

page  with  the  materials  prepared: 


Introduction 
SECTION  25— Definitions 
Titles 

PROBLEMS 

SECTION  26 — Management 
Manufacture 
Make-up 

PROBLEMS 

SECTION  27— Stories 

Editorials 
Headlines 
Illustrations 
Advertisements 

PROBLEMS 

SECTION  28— PoUcy 
Habit 
Value 
Power 

PROBLEMS 


Titles  of  leading  newspapers  in  all  parts  of  the  United  States, 
reproduced  in  regular  dress 


HE^AL^igARlN^|C5Rt^E  S  TER 
m.l^ni   ywpatr^RocHESTlR 

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DENVER  POS 

THE  NEW  YORK  HER" 


tje  Qtme^-^diczQiunc.  Daily  Bee 


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the  post-intelligencer  m^  liaftfatd  ^mtmi 


286 


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Short  Stories 

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287 


J 


CHAPTER  VI 

ADVERTISING 

He  thought  he  could  trade  without  seeking  the  aid 

Of  some  excellent  advertising; 
But  he  soon  met  his  fate — came  the  sheriff  in  state — 

Which  to  no  one  was  very  surprising. 

Introduction. — Advertising  is  commercial  electricity.  It  is  a 
business  force  of  such  subtle  and  far-reaching  influence  that  the  civ- 
ilized man  does  not  live  who  is  not  in  some  degree  at  least  influenced 
by  it.  He  may  firmly  insist  that  he  alone  is  responsible  for  his 
own  tastes.  But  the  chances  are  that  he  is  not.  Consciously  or 
unconsciously,  advertising  has  probably  had  more  to  do  with  forming 
his  likes  and  dislikes  and  "indifferences"  than  have  his  own  mental 
and  emotional  processes. 

One  hundred  years  ago  the  housewife  made  soap  for  the  whole 
family;  today  she  buys  it,  largely  because  the  advertising  of  branded 
soaps  has  educated  her  to  do  so.  One  hundred  years  ago  she  made 
cough  syrups  and  other  home  remedies  for  the  use  of  the  family; 
today  she  buys  branded  remedies  for  the  homely  ailments  and  indis- 
positions, largely  because  advertising  has  educated  her  to  do  so.  One 
hundred  years  ago  she  had  but  one  cereal,  corn,  which  she  prepared 
herself;  knew  but  one  condiment,  catsup,  which  she  made  herself; 
served  but  one  cracker  or  biscuit,  ginger,  which  she  made  herself. 
Now  she  is  educated  in  a  variety  of  brands  of  each  one,  which  she 
buys  in  packages,  sealed,  labeled,  guaranteed  pure,  and — advertised. 
And  these  are  but  a  few  of  the  articles  in  which  she  has  been  educated 
by  advertising.  Practically  all  the  foods  she  used  to  prepare  at  the 
expense  of  so  much  time  and  labor  are  now  prepared  and  branded 
for  her.  Your  own  case  is  no  different.  The  very  clothing  you  are 
wearing  at  this  moment — collar,  tie,  shirt,  suit,  socks,  garters,  shoes, 
underwear — you  are  probably  wearing  as  the  result  of  advertising. 

The  department  shops  alone  in  Greater  New  York  spend  annually 
more  than  $5,000,000  in  advertising.     In  a  single  year  manufacturers, 

288 


ADVERTISING  289 

wholesalers,  retailers,  mail  order  houses,  and  smaller  miscellaneous 
lines  of  business  spend  $500,000,000  in  direct  advertising.  It  was 
advertising  that  in  191 8  sold  Liberty  Bonds  to  eighteen  million  out 
of  the  twenty-five  million  families  in  our  great  country.  It  was  ad- 
vertising that  led  to  the  saving  of  millions  of  tons  of  coal  during  the 
recent  World  War,  and  thus  enabled  the  victorious  countries  involved 
to  perform  actual  miracles  in  transportation.  It  was  advertising 
that  a  few  years  ago  increased  the  population  of  Canada  by  one 
million  five  hundred  thousand  and  her  wealth  by  twenty  times  that 
figure.  There  are  established  trade-marks  and  trade  names  that  are 
held  at  as  much  as  $3,000,000  each.  An  advertiser  thinks  nothing  of 
paying  a  thousand  dollars  an  issue  for  a  full-page  advertisement  in 
a  popular  magazine.  For  the  center  double  page  in  a  widely  circu- 
lated weekly  he  may  pay  as  much  as  thirteen  thousand  dollars  an 
issue.  And  these  figures  constitute  but  the  first  word  in  the  startling 
story  of  advertising. 

Now,  consider  the  incalculable  influence  that  advertising  has 
upon  men  and  women  everjrwhere.  Consider  the  vast  amounts  of 
money  invested  in  it.  Then  say  whether  clearness  and  correctness 
and  conciseness  would  appear  to  be  important  considerations  in  the 
writing  of  advertising.  Important?  Nay,  they  were  important, 
merely  important,  in  words  and  sentences,  in  paragraphs  and  com- 
positions, in  letters  and  newspapers  and  magazines.  In  advertising 
they  come  to  have  concrete  values.  Paragraphs,  sentences,  words, 
syllables,  even  punctuation  marks  may  be  evaluated,  to  some  extent 
at  least,  in  real  dollars  and  cents.  Vagueness,  incorrectness,  difi^use- 
ness  are  worse  than  worthless,  for  they  must  be  paid  for  as  well  as 
suff'ered  for. 

"The  great  art  in  writing  advertisements,"  said  Addison,  "is  in 
finding  out  a  proper  method  to  catch  the  reader's  eye,  without  which 
a  good  thing  may  pass  over  unobserved,  or  be  lost  among  commis- 
sions of  bankrupt." 

SECTION  29 

The  Commodity. — By  this  word  is  meant  any  advertisable  and 
salable  article.  It  may  be  a  branded,  proprietary  product,  which 
means  that  it  is  subject  to  exclusive  ownership  and  sale  by  a  single 


290  THE  ENGLISH   OF   COMMERCE 

individual  or  firm  and  that  it  bears  a  protective  mark,  sign,  or  nami 
indicative  of  kind  or  quality.     It  may  be  any  article  sold  by  weigh] 
or  measure,  bulk  or  size,  in  accordance  with  the  demands  of  the  pui 
chaser.     The  word  merchandise  is  used  to  indicate  commodities  coH 
lectively,  and  merchandising  to  indicate  dealing  in  commodities. 

Commodities  may  be  classified,  very  roughly  of  course,  under  tl 
following  heads:  books  and  stationery,  clothing,  drugs,  drygoodi 
furniture,  groceries,  haberdashery,  hardware,  millinery,  jewelry,  sho( 
vehicles.  Each  one  of  these  covers  a  wide  variety  of  related  articles 
and  it  will  be  observed  that  each  is  a  manufactured  product,  fc 
wholesale  but  chiefly  for  retail  distribution,  rather  than  a  raw  o" 
natural  product.  But  it  is  not  to  be  inferred  from  this  that  raw  prod- 
ucts are  not  themselves  advertisable  and  salable  commodities.  On 
the  contrary,  coal,  iron,  wood,  oil,  cotton,  woollen,  silk,  and  other 
such  products  are  advertised  and  sold.  The  list  of  twelve  commodi- 
ties here  given,  however,  includes  those  constituting  the  principal 
centers  of  retail  trade  interest  in  the  average  community.  They  sup- 
ply a  majority  of  the  demands  of  a  majority  of  the  people  all  the  time, 
everywhere.  They  are,  therefore,  those  commodities  upon  which 
the  most  expert  advertising  and  salesmanship  are  required  and 
brought  to  bear. 

The  advertiser  must  more  than  merely  know  the  commodity  he 
advertises.  He  must  talk,  act,  think,  live,  be  absorbed  with  that 
commodity.  From  its  beginnings,  down  through  its  development 
and  history,  to  its  present-day  touch  with  human  life  and  enterprise, 
he  must  study  every  phase  of  its  many-sided  evolution.  He  must, 
in  short,  be  a  student  specialist  in  his  advertising  subject. 

Is  his  specialty  paint,  shall  we  say?  Very  well.  Let  him  go 
back  to  the  centuries  before  Christ,  and  there  unearth  the  story  of 
the  ancients  who,  observing  that  those  surfaces  upon  which  their 
masterpieces  were  painted  were  better  preserved  than  others,  struck 
upon  the  idea  that  paint  was  useful  as  well  as  decorative.  Let  him 
study  something  of  art  in  ancient  China,  Egypt,  Greece,  Rome,  and 
Spain.  Let  him  study  something  of  science,  too.  It  will  enable  him 
to  tell  interesting  stories  about  color;  for  instance,  that  down  to  the 
time  of  Apelles,  in  the  fourth  century,  white,  yellow,  red,  and  black 
were  the  only  colors  used;  that  green,  purple,  and  blue  were  quickly 


ADVERTISING  29 1 

introduced  when  alchemy  gave  way  to  chemistry,  and  that  modern 
chemistry,  drawing  as  if  magically  upon  the  vegetable,  animal,  and 
mineral  kingdoms,  has  produced  all  the  varied  shades  and  blends  we 
have  today.  Let  him,  of  course,  study  the  bases  of  oil  paints,  such 
as  white  lead,  red  lead,  zinc  white,  oxide  of  iron,  and  the  rest;  and 
let  him  be  enough  of  a  botanist  to  know  that  the  seeds  of  the  flax 
and  the  poppy  yield  the  best  paint  oils — the  former  for  tenacity  and 
drying  qualities,  the  latter  for  delicacy  of  color.  Then  let  him  study 
the  principles  of  varnishing,  graining,  marbling,  gilding,  enameling, 
polishing,  and  the  painting  of  interiors  and  exteriors,  of  plaster  sur- 
faces, of  structural  work,  and  so  forth.  It  will  be  an  asset  for  him  to 
know  where  the  ingredients  of  the  best  paints  come  from — gum, 
amber,  copal,  turpentine,  and  the  others — and  he  may  do  well  to 
inform  himself  about  export  and  import  duties,  transportation  rates 
and  methods,  labor  conditions  in  various  parts.  He  should  be  able 
to  tell  a  good  story  about  cheap  Russian  turpentine  or  about  the 
high-grade  American  turpentine,  the  product  of  our  southern  pines. 
He  should  keep  abreast  of  scientific  discovery  and  of  world  aff"airs, 
know  where  his  firm  has  to  meet  competitors  and  how  to  concentrate 
his  advertising  to  that  end,  and,  most  stupendous  task  of  all,  perhaps, 
understand  the  by-products  of  paint  manufacture  as  well  as  the  dif- 
ferences among  the  varieties  turned  out.  Here  are  some  of  those 
varieties : 

Floor  paint,  concrete  paint,  deck  paint,  oil  colors,  house  paint,  auto  paint, 
wagon  paint,  auto  lamp  enamel,  Japanese  enamel,  bathtub  enamel,  bronzing  liquid, 
aluminium  paint,  stove  enamel,  radiator  enamel,  shingle  stain,  French  wax  finish, 
spar  varnish,  coach  varnish,  furniture  varnish,  asphaltum,  shellac  varnish,  smoke- 
stack paint,  roof  and  barn  paint,  graphite  paint,  anti fouling  ship  bottom  paint, 
machinery  paint,  fire  retardant  paint. 

But  all  this  Is  suggestion  merely.  It  is  impossible  to  detail  it 
further  here.  Enough  has  been  shown,  however,  to  indicate  the 
bigness  of  a  single  typical  commodity  and  to  suggest  the  bigness  of 
the  problems  of  the  advertiser,  as  of  the  salesman. 

The  Prospect. — Those  toward  whom  an  advertiser  directs  his 
advertising,  or  a  salesman  his  sales  talk,  are  called  prospects.  They 
are  prospective  buyers  of  the  commodity  advertised  or  off^ered  for 


292  THE  ENGLISH  OF  COMMERCE 

sale.  The  advertiser  cannot,  of  course,  know  his  prospects  individ- 
ually, as  the  salesman  can.  Like  the  editor  of  a  newspaper,  he  is 
more  or  less  removed  from  contact  with  the  people  to  whom  he 
addresses  his  writing.  But  he  knows  them  as  groups;  he  knows 
their  group  instincts;  he  is  a  student  of  human  nature  in  the  large; 
and  he  knows  also  what  influence  season  and  community  exert  upon 
people.  He  knows  that  certain  communities  are  richer  than  others; 
that  some  are  noted  for  one  type  of  industry  and  some  for  another; 
and  that  seasons  are  characterized  by  varying,  special  demands. 
He  knows,  too,  that  in  every  community,  all  the  time,  there  are, 
roughly  speaking,  three  classes  of  people:  those  who  can  aff"ord  to 
buy  only  the  necessities  of  life ;  those  who  can  afford  to  buy  comforts 
in  addition  to  necessities;  those  who  can  afford  to  buy  luxuries  in 
addition  to  necessities  and  comforts. 

Knowledge  along  these  general  lines  aids  in  many  ways  in  the 
adaptation  of  advertising.  It  will  be  of  little  profit,  for  example,  to 
advertise  luxuries,  such  as  jewelry  or  wines,  in  publications  read 
principally  by  farmers.  Horses  and  cattle  need  hardly  be  advertised 
in  publications  for  the  automobile  trade.  The  majority  of  the  inhab- 
itants of  a  coal  mining  community  will  have  but  slight  interest  in  the 
advertising  of  silks  and  satins,  while  advertisements  pertaining  to 
overalls,  branded  foods,  and  essential  household  furnishings  may 
interest  them  greatly.  Most  people  are  attracted  whenever  reduced 
prices  are  mentioned.  Special  opportunity  of  any  kind  makes  a 
strong  appeal  to  every  one.  On  the  other  hand,  there  are  people 
upon  whom  these  considerations  have  but  little  influence.  They  are 
prepared  to  pay  the  price,  take  pride  in  doing  so,  and  respond  to 
advertising  of  a  different  vein,  therefore.  It  is,  in  other  words,  the 
pulse  of  community  groups  that  an  advertiser  has  to  know  thor- 
oughly, if  he  would  adapt  his  advertising  in  such  a  way  as  to  secure 
the  best  results.     This  it  is  that  constitutes  his  real  prospect. 

PROBLEMS 

I.  Study  the  advertisements  you  see  in  your  daily  round,  and  tell  how  many 
of  the  twelve  kinds  of  commodities  enumerated  on  page  290  are  advertised  in  your 
community.  Which  are  advertised  most  widely  ?  List  them  from  greatest  to  least 
in  advertising  importance. 


ADVERTISING  293 

2.  Classify  the  advertisements  of  your  community  under  the  three  heads:  neces- 
sities, comforts,  luxuries.  Explain  that  a  luxury  for  one  prospect  may  be  a  neces- 
sity for  another;  a  comfort  for  one,  a  necessity  for  another. 

3.  Let  us  suppose  that  a  large  factory  has  just  opened  in  your  community,  giv- 
ing work  to  five  thousand  employees.  You  are  asked  to  write  an  advertisement  for 
your  school  that  will  induce  these  newcomers  to  send  their  children  to  it.  Make  a 
list  of  the  things  you  ought  to  know  about  the  school  in  order  to  present  its  features 
fully.  Then  study  the  factory  employees  as  to  taste,  wealth,  recreations,  degree  of 
education,  and  explain  which  of  the  school  items  listed  had  better  be  used  in  your 
advertisement. 

4.  Write  a  paragraph  telling  why  you  would  rather  buy  biscuits  or  crackers  care- 
fully packaged,  sealed,  and  labeled,  than  have  them  measured  out  for  you  from  a 
large  box. 

5.  Tell  the  story  of  a  shovel  or  a  hoe  or  some  other  utensil,  going  back  to  the 
mine  and  tracing  the  production  and  stages  of  manufacture  down  to  the  finished 
product.  Make  use  of  the  dictionary  and  the  encyclopedia.  Tell  how  the  informa- 
tion you  glean  from  them  regarding  the  utensil  may  be  valuable  to  an  advertiser  of 
the  utensil. 

6.  Tell  what  two  branches  of  learning  the  writer  of  the  following  advertisement 
had  studied.  Look  up  the  words  you  do  not  understand  and  explain  in  your  own 
words  just  what  the  advertisement  means.  To  what  classes  of  people  should  it 
particularly  appeal? 

Avoid  an  alkaline  dentifrice.  It  is  always  harmful  and  often  danger- 
ous because  it  checks  the  flow  of  saliva — Nature's  only  agent  for 
destroying  the  acids  of  food  decay. 

Our  dentifrice  is  absolutely  non-alkaline  and  actually  increases  the 
flow  of  saliva  through  the  stimulating  influence  ^of  mild  fruit  acid. 

7.  Suppose  you  are  called  upon  to  write  notices  or  advertisements  for  the  follow- 
ing, to  be  inserted  in  your  school  paper  or  posted  on  bulletin  boards  in  the  school  build- 
ing. Enumerate  the  points  you  should  know  about  each  one.  Then  explain  which 
of  these  you  would  select  for  your  advertising.  Perhaps  you  would  use  different 
points  for  girls  or  for  the  senior  class  from  those  used  for  boys  or  for  first-year  pupils. 

— A  baseball  game. 
— A  literary  club. 
— ^A  field  day  event. 
— A  school  pageant. 
— ^The  school  paper. 
— ^A  school  play. 
— A  contest  between  two  clubs. 
— A  contest  between  your  school  and  another  one. 

— The  school  athletic  field,  to  be  rented  to  other  schools  on  certain  dates. 
— The  school  auditorium,  to  be  rented  to  outside  organizations  on  certain 
dates. 


294 


THE  ENGLISH  OF  COMMERCE 


SECTION  30 

Mediiims. — The  place  or  the  vehicle  of  advertising  is  called  the 
medium.  Newspapers,  magazines,  posters,  billboards,  placards  in 
railway  cars,  and  the  like,  are  indirect  mediums  of  advertising.  Cir- 
culars, folders,  catalogs;  letters,  and  slips  inserted  into  letters,  are 
direct  mediums  of  advertising.  Advertising  that  is  issued  through 
the  medium  of  rulers,  blotters,  calendars,  balloons,  and  so  on,  is 
sometimes  called  novelty  or  specialty  advertising.  Newspapers  and 
magazines  constitute  the  most  important  advertising  mediums. 
More  money  is  spent  for  advertising  through  these  mediums  than 
through  all  others  put  together.  « 

Kinds. — ^A  classified  advertisement  is  one  printed  in  small  or 
agate  type  under  such  headings  as  Help  Wanted,  Situations  Wanted, 
Furnished  Rooms,  Boarding,  Lost,  Found,  Books  Bought,  It  is  a  direct, 
businesslike  appeal  with  wording  kept  at  a  minimum.  Its  aim  is, 
not  to  secure  a  large  number  or  a  great  variety  of  replies,  but  to  get 
exact  ones.     The  following  is  a  fair  illustration: 


Young  man,  25,  desires  position  as  advertising  ex- 
ecutive in  large  merchandising  concern.  Refer- 
ences.    Box  182,  Dry  Goods  Economist. 


A  certified  advertisement  is  an  expanded  classified  advertise- 
ment, inserted  in  the  columns  of  a  paper  only  after  the  paper  has  in- 
vestigated the  record  and  the  references  of  the  advertiser.  Many 
papers  maintain  a  bureau  for  the  purpose  of  assisting  those  who  are 
desirous  of  inserting  such  advertising.  Certified  advertisements  are 
most  commonly  Situations  Wanted  advertisements;  they  are  charged 
for  at  a  higher  rate  than  classified  advertisements,  and  are  usually 
given  preferred  positions  in  the  pages  of  the  paper.  The  following  is 
a  certified  advertisement  based  upon  the  classified  advertisement 
above : 


YOUNG  ADVERTISING  EXECUTIVE 
Producer  of  advertising  that  stands  head  and  shoul- 
ders above  the  generally  termed  efficient  advertis- 
ing. Knows  merchandise;  is  a  merchandiser  and  a 
busmess  energizer.  Five  years'  experience,  as  fol- 
lows: Two  years  in  department  store;  two  years  in 
women's  specialty  store;  one  year  in  advertising 
agency.  Age  25,  salary  $45  weekly — easily  within 
reach  of  average  organization.  Will  submit  sample 
advertisements.     Box  182,  Dry  Goods  Economist. 


ADVERTISING  295 

Retail  advertising,  sometimes  called  local  advertising,  is  adver- 
tising that  has  to  do  with  commodities  that  are  sold  over  the  counter 
in  the  retail  shops  of  a  community.  It  may  list  many  commodities, 
as  in  the  case  of  department  shop  advertising;  or  it  may  deal  with 
but  one  or  two,  as  in  the  case  of  small  shop  advertising.  Those 
advertisements  in  your  paper  that  are  inserted  by  the  shops  in  your 
community  are  retail  advertisements. 

Wholesale  advertising,  sometimes  called  national  advertising, 
is  the  advertising  that  has  to  do  usually  with  a. single  commodity, 
advertised  over  a  very  large  section  of  territory.  It  appears,  as  a 
rule,  in  the  same  style,  in  the  local  papers  of  communities  as  well  as 
in  magazines,  on  billboards,  and  in  electric  display.  It  deals  prin- 
cipally with  commodities  that  are  sold  to  retailers  for  re-sale  to  con- 
sumers. The  advertisement  on  the  following  page  is  a  wholesale 
advertisement. 

Publicity  is  the  term  that  is  sometimes  applied  to  advertising 
that  has  become  established  and  that  depends  not  so  much  upon 
novelty  or  variety  or  unusualness,  but  rather  upon  the  persistence 
with  which  certain  established  traits  or  characteristics  are  kept 
before  the  public.  A  trade-mark,  a  trade  name,  a  slogan,  a  picture, 
an  established  type  face  or  sign  or  border,  may  be  used  just  for  the 
sake  of  maintaining  an  impression,  without  presenting  new  or  addi- 
tional arguments  in  favor  of  the  commodity.  Publicity  for  a  cause 
or  for  an  individual  may  often  be  secured  through  the  complete  organ- 
ization beforehand  of  a  carnpaign  of  publicity  literature.  Printed 
matter  is  prepared  and  issued  to  publications  periodically  with  view 
to  keeping  the  subject  before  the  public.  If  you  wanted  an  athletic 
field,  for  instance,  or  a  new  school  building,  you  might  prepare  such 
a  publicity  campaign.  Your  parents  and  every  one  else  in  the  com- 
munity would  know,  of  course,  that  the  field  or  the  building  was  a 
necessity,  but  the  constant  publicity  would  prevent  their  forgetting, 
just  as  "Uneeda"  keeps  them  from  forgetting  biscuits  and  "O'Sulli- 
van"  from  forgetting  rubber  heels. 

Styles. — A  little  observation  of  the  advertisements  about  you 
will  reveal  the  fact  that  there  are  many  different  styles  of  form  and 
expression  used  by  advertisers — so  many,  indeed,  that  no  attempt  can 


b 


An  illustration  of  excellent  copy  focus 


Vw'f'W    The   Citf    '^' 

S^J  GOODR 


»y7 


'■&/ 


iff /J 


if 


y. 


HAT  macad- 
am is  to  roads, 

Silvertown  Cords 

are  to  tires. 

Easier  riding  and 
longer  lasting  the 
tires  with  the  Twin 
Red  Diamonds  on 
the  sidewall. 

Buy    Goodrich     Tires 
from  a  Dealer 


BEST   IN  THE    LONG  RUN 


.*>:^e^*f^^J/: 


ADVERTISING  297 

or  need  be  made  to  enumerate  them  all.  Here  you  see  one  consisting 
of  a  few,  clear-cut  explanatory  sentences  or  paragraphs;  there,  one 
written  in  a  jingling  rhyme.  Here  is  one  with  a  large  picture  or  an 
attractive  border;  there,  one  with  a  snappy  headline.  This  adver- 
tisement may  be  distinguished  by  its  familiar  trade-mark;  that  one, 
by  an  unusual  trade  name  or  motto  or  special  type.  This  one  carries 
a  coupon  as  an  inducement  and  convenience;  that  one,  called  a  tick- 
ler, just  teases  or  tickles  your  curiosity  by  telling  you  to  "watch  this 
space." 

The  most  largely  used  style  of  advertising  is  called  display 
ADVERTISING.  It  is  sometimes  also  called  general  advertising, 
for  the  reason  that  it  is  so  widely  used.  It  is  advertising  that  com- 
bines some  of  the  foregoing  styles  in  the  effort  to  attract  attention, 
make  impression,  and  induce  conviction.  A  jingle,  a  trade-mark,  a 
headline,  an  illustration,  a  special  type,  a  slogan,  a  border,  a  coupon, 
well-used  spacing — any  two  or  more  of  these  may  be  combined  in 
order  to  emphasize  the  appeal  of  the  advertisement  as  a  unit.  You 
will  notice  that,  in  both  retail  and  wholesale  advertising,  some  of 
these  are  used  in  the  display  for  the  purpose  of  sales  appeal.  You 
will  notice,  also,  that  there  is  always  some  writing. 

Inasmuch  as  display  advertising  is  of  so  much  importance  and 
prominence,  what  is  said  in  the  remainder  of  this  chapter  will  pertain 
chiefly  to  it. 

PROBLEMS 

1.  In  the  light  of  the  foregoing  explanations,  study  the  advertising  in  the  papers 
and  on  the  billboards  of  your  community  and  classify  it  in  a  general  way. 

2.  Compose  four  or  five  different  kinds  of  classified  advertisements.  Expand 
your  classified  advertisement  for  Situations  Wanted  into  a  good  certified  advertise- 
ment. 

3.  Answer  the  following,  giving  good  reason  for  your  answer  in  each  instance: 

— Do  you  think  a  department  shop  should  use  billboards  for  a  large  part 
of  its  advertising? 

— Do  you  think  a  magazine  a  suitable  medium  for  a  day  school  to  be  adver- 
tised in? 

— Is  the  school  paper  a  satisfactory  medium  for  advertising  school  games  ? 

— Do  you  think  direct  advertising  is  more  productive  of  results  than 
indirect  ? 

— Which  is  better  as  a  medium  for  advertising  of  interest  to  women,  the 
morning  paper  or  the  afternoon  paper? 


298  THE  ENGLISH  OF  COMMERCE 

— If  you  were  selling  men's  clothing,  do  you  think  the  newspaper  or  the 
bulletin  board  would  be  the  better  medium  for  advertising? 

— Do  you  think  a  coupon  attached  to  an  advertisement  has  much  value 
as  an  inducement  ?  J 

— If  you  were  a  business  man,  would  you  give  away  calendars,  rulers,  or ' 
other  novelties  as  advertisements  ? 

— Are  there  events  connected  with  high  school  life  that  deserve  national 
advertising,  and  really  get  it  by  way  of  news  reports? 

— Could  you  use  many  of  the  different  styles  of  advertising  mentioned  on 
page  297  in  a  campaign  for  a  school  swimming  pool  or  a  school  library 
or  some  other  school  equipment  ?     If  so,  outline  such  a  campaign. 

4.  In  announcing  an  interscholastic  contest  what  differences  would  you  make 
between  the  posters  you  prepared  for  the  bulletin  boards  in  your  school  and  the 
full-page  advertisement  you  prepared  for  the  school  paper?  Work  out  the  two 
different  styles  briefly. 

5.  When  the  circus  comes  to  town,  it  advertises  in  the  paper,  on  the  billboards, 
and  by  means  of  parade.  Tell  which  of  these  you  consider  the  most  profitable  form 
of  advertising,  and  why.  Show  how  all  three  could  be  used  to  advantage  in  the 
case  of  a  school  play,  a  school  game,  a  school  marathon,  or  some  other  school  event. 

SECTION  31 

Copy. — This  IS  the  name  given  to  an  advertisement  in  its  course 
of  preparation,  before  it  goes  to  the  printer  or  the  painter,  for  its 
debut  in  the  chosen  medium.  The  first  operation  in  the  preparation 
of  copy,  after  all  the  data  are  collected,  is  to  make  the  layout;  that 
is,  to  sketch  out  the  plan,  to  place  the  different  parts,  to  indicate 
styles  of  type  and  arrangement,  and  so  forth.  If  a  brief  advertise- 
ment is  being  prepared,  the  layout  is  a  simple  matter;  all  that  is  nec- 
essary is  to  make  the  design  and  the  plan  clear  to  the  printer.  If, 
however,  a  more  involved  advertisement  is  under  preparation,  the 
layout  may  have  to  be  worked  out  through  three  or  four  stages  before 
the  final  or  printer's  copy  is  reached.  The  first,  for  instance,  may 
just  indicate  size,  plan,  and  parts.  The  second  may  contain  only  the 
placement  of  drawings  or  illustrations.  The  third  may  contain  all 
that  has  gone  before,  together  with  the  written  material  that  belongs  to 
it.  Again,  the  first  layout  may  be  the  artist's;  the  second  the  writer's. 
Then  a  conference  between  the  two  may  be  held  and  adjustments 
made  between  the  different  kinds  of  work.  Pages  300  and  301  show 
a  piece  of  copy  en  route  through  its  different  layouts. 


ADVERTISING  299 

Unity. — An  advertisement  should  be  simple,  short,  and  direct. 
Certain  definite  advertising  points  should  be  selected  for  the  adver- 
tising of  a  commodity,  and  one  of  these  should  be  presented  at  a  time. 
■in  a  series  of  advertisements  for  a  restaurant,  for  instance,  the  adver- 
tising points  may  be  cleanliness,  home  cooking,  reasonable  prices,  quiet 
atmosphere.  But  to  treat  of  all  four  of  these  points  in  a  single  adver- 
tisement would  violate  the  principle  of  unity,  and  would  quite  cer- 
tainly be  less  effective  than  to  treat  each  one  separately  in  each  of  a 
series  of  four  advertisements. 

Though  a  department  shop  cannot,  as  a  rule,  follow  this  plan,  it 
can  nevertheless  preserve  unity  to  its  advertising  by  means  of  head- 
lines  or  by  a  general  statement  or  editorial  at  the  beginning  of  the 
advertisement.  If  it  advertises  many  different  commodities  or 
special  sales,  it  can  link  them  all  together  by  a  large  appropriate 
headline  at  the  top  of  the  copy.  Each  commodity  may  in  turn  have 
its  own  special  headline,  related  in  some  way  to  the  main  one.  Or, 
again,  the  unity  of  the  large  department  shop  advertisement  may  be 
preserved  by  means  of  a  little  heart-to-heart  talk  to  the  readers,  at 
the  top  of  the  page  or,  perhaps,  in  the  middle  of  the  advertisement 
itself.  A  headline  should  be  short  enough  to  be  grasped  easily  by 
the  eye  at  a  glance.  It  should,  in  other  words,  be  but  an  "eyeful," 
for  it  must  be  caught  in  passing.  It  should  express  one  single  idea, 
and  attempt  to  make  but  one  point. 

In  case  a  picture  tops  an  advertisement,  the  headline  may  be 
made  to  serve  a  twofold  purpose:  It  may  stand  as  a  caption,  that  is, 
as  an  explanation  of  the  picture,  and  it  may  serve  to  link  the  meaning 
of  the  picture  with  the  copy  that  follows.  The  headline  should  rarely, 
however,  consist  of  a  single  word  which  at  first  glance  puzzles  the 
reader  in  making  connection  between  the  word  and  the  commodity. 
Such  abstract  words  as  ''Wisdom,"  "Anger,"  "Contentment,"  used 
as  headlines,  need  to  be  followed  with  extraordinary  copy  if  prospects 
are  to  be  induced  to  read  further.  Such  words  indicate  to  the  vast 
majority  of  readers  that  the  writer  of  advertising  in  which  they  are 
used,  has  wandered  from  the  point,  has  not  kept  to  his  subject. 
Commanding  headlines  such  as  "You  must  buy,"  "Don't  miss  this 
opportunity,"  "Improve  your  looks,"  are  also  to  be  avoided.  They 
have  an  impertinent  savor  which  the  average  prospect  does  not  like. 


8 


1 

CO 


300 


Third  and  complete  stage  of  copy 


mNRAALTE 


QloVes 


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The  name  VAN  RAMJE 
in  v^Q  Kem  or  a  diove, 
in  the  mesnes  or  a 
veil,  on  the  label  of 

sjik  underwear 

answers  every  question 
ot  style  and  cjuality? 


Qlove-S'iik 


SlolxA^cnJekc 


(gssa 


The  trade-mark  advertises  advertising. 
It  may  be  a  sign,  a  signature,  a  slogan, 
a  name,  or  any  two  or  more  of  these 
combined.  Its  persistent  repetition  in 
copy  familiarizes  it  to  everybody,  every- 
where, ''everywhen."  And  it  is  this  em- 
phasis by  repetition  that  gives  to  a  well- 
established  trade-mark  publicity  power 
-that  is  valued  at  millions  of  dollars.  The 
Fletcher  signature  has  been  written 
across  the  face  of  the  civilized  world. 
"Old  Dutch"  has  long  since  become  a 
globe  trotter  in  the  cause  of  cleanliness. 
"O'Sullivan"  has  given  the  earth  the 
bounce  of  a  rubber  ball.  And  "There's 
a  Reason"  has  made  its  way  into  con- 
temporary hterature.  These,  with  others 
like  them  in  persistence  and  popularity 
of  appeal,  come  very  close  to  being  a  part 
of  our  national  and  racial  inheritance. 


"There's  a  Heaton" 


'i^^/t^r/ie^ 


.'^02 


1 


ADVERTISING  303 

Unity  may  further  be  preserved  to  advertising  copy  by  means  of 
focus.  The  lines  of  drawings  and  illustrations  should  focus  into  the 
advertisement  itself,  make  the  eyes  unconsciously  follow  them  into 
the  reading  matter.  If,  for  instance,  the  illustration  pictures  a  man 
in  a  bending  position,  he  should  bend  into  the  advertisement,  not  out 
of  it  with  his  back  to  it.  Human  figures  should  face  the  advertising. 
Their  eyes  should  be  pictured  looking  down  into  it,  or  looking  in  the 
direction  of  the  reader,  or  looking  at  an  object  held  in  the  direction 
of  the  main  point  of  the  copy. 

Emphasis. — The  steps  of  development  mentioned  in  connection 
with  sales  letters  on  page  219  apply  in  the  construction  of  advertising 
copy.  An  advertisement  must  first  of  all  attract.  Then  it  must  in- 
terest,  impress,  compel,  and  force  action.  All  are  frequently  achieved 
in  a  single  piece  of  copy.  Sometimes,  however,  copy  is  constructed 
for  the  purpose  of  emphasizing  but  one  of  these  at  a  time,  the  cumu- 
lative effect  being  secured  by  a  series  of  advertisements  appearing 
in  close  succession. 

The  beginning  of  an  advertisement  is  a  place  for  emphasis.  Here, 
the  catch  headline  or  catch  picture  may  be  used  to  attract  attention. 
The  optical  center  of  an  advertisement  is  another  place  for  emphasis. 
This  is  sometimes  called  the  copy  focus.  The  exact  or  mathematical 
center  of  circles,  squares,  and  especially  of  upright  oblongs  is  some- 
what lower  than  the  optical  center.  (See  "Quality  First"  on  page  296.) 
The  eye  naturally  goes  to  some  point  a  little  higher  than  this — usually 
about  three  eighths  of  an  inch  higher.  If  you  glance  at  a  window 
divided  exactly  in  the  middle,  you  will  be  impressed  with  its  top-heavy 
appearance.  It  is  well,  therefore,  to  focus  an  important  advertising 
point  slightly  above  the  centre  of  the  space  used.  The  third  position 
for  emphasis  in  advertising  copy  is  at  the  end,  where  some  particularly 
telling  point  should  be  made  by  way  of  snap  summary  or  by  some 
inducement,  such  as  a  coupon  or  an  offer. 

Any  device  that  gives  an  advertisement  distinctiveness — stand- 
outishness — will  of  course  give  it  emphasis.  Originality  by  way  of 
unusual  lines,  shapes,  sizes,  spaces,  borders,  grouping  of  material,  is 
a  tremendous  asset  to  the  copywriter.  But  unusualness  must  not 
be  overdone  or  it  will  attract  attention  to  itself  rather  than  to  the 


304  THE  ENGLISH  OF  COMMERCE 

commodity  advertised.  Plagiarism  or  copying  is  nowhere  more  fatal 
than  in  the  writing  of  advertising.  If  the  writer  of  advertising  does 
not  possess  sufficient  originality  to  construct  copy  that  is  different 
from  that  issued  by  his  competitors,  then  he  had  better  hold  to  the 
regular  and  conventional  forms.  To  steal  another's  devices  will  not 
only  not  attract  prospects,  it  will  actually  repel  them. 

Repetition,  especially  when  advertising  has  reached  the  stage  of 
publicity,  is  an  important  adjunct  to  emphasis.  The  slogans  "Chases 
dirt,"  "The  Cream  of  Wheat  Man,"  "Let  the  Gold  Dust  Twins  do 
your  work,"  to  mention  but  three,  have  been  made  a  part  of  the 
mental  property  of  the  majority  of  people  in  this  country,  through 
the  sheer  emphatic  force  of  repetition.  But  it  is  worthy  of  note  that, 
while  these  and  other  slogans  like  them  are  constantly  repeated,  the 
general  make-up  of  the  advertising  in  which  they  appear  is  frequently 
changed.  They  are,  therefore,  made  the  more  forceful  because  of 
the  new  setting  in  which  they  find  themselves  from  time  to  time. 
Repetition,  then,  whatever  the  frequency  with  which  it  is  made,  ma 
have  its  emphasis  increased  by  variety  in  the  make-up  of  advertisin 
copy. 

Many  firms  identify  a  certain  characteristic  type  face  with  their 
advertising.  Thus,  as  soon  as  a  person  sees  this  particular  type,  the 
firm  and  the  commodity  are  immediately  known  to  him.  Well- 
selected  type  faces  possess  great  value  as  factors  in  securing  emphasis 
and  may  be  rated  along  with  trade-marks  and  trade  names  as  powers 
in  publicity.  Look  up  the  word  type  in  the  dictionary  for  illustration 
of  the  more  common  styles.  All  of  these  are  used  in  advertising. 
You  may  find  them  on  every  hand.  Many  advertising  firms  design 
special  type  that  is  suggestive  of  the  character  of  the  commodity 
advertised.  Disston  stands  for  saws;  Ever  sharp  for  pencils,  and  so 
forth.     (See  illustration  on  following  page.) 

There  are  still  other  aids  to  emphasis  in  the  construction  of  adver- 
tising copy.  The  you-attitude  will  help,  though  it  must  not  be  played 
up  too  strongly.  If  it  is,  the  prospect  may  feel  inclined  to  accuse 
the  advertiser  of  flattery.  Unimportant  items  should  not,  of  course, 
be  given  anything  but  small  space  and  treatment.  Copy  should  deal 
with  positive  advertising  points  principally.  Negative  points,  such 
as  insinuations  about  competitors  or  comparisons  to  the  detriment 
of  other  commodities,  should  be  minimized,  or,  better,  not  mentioned 


Df 

1 


ADVERTISING  305 

at  all.  Constructive  copy,  that  is,  copy  that  announces  the  merits 
of  a  commodity  and  emphasizes  the  desire  to  please  you,  the  prospect, 
is  the  only  sort  of  copy  that  deserves  big  space  and  big  returns,  and 
gets  both. 

Color  invariably  attracts  and  invariably  makes  a  pleasing  impres- 
sion.    Its  use  for  the  purpose  of  securing  strikingness  to  copy  is  to 

A  few  examples  of  character  type 


OISSTON 


l^th  SxAgG^Rp  Studs 


K»  A   bote 


B^ 


JBmnes 


mERsmnp    TEMPO JNT 


be  commended,  especially  when  it  is  made  the  vehicle  of  contrast 
such  as  black  and  white.  If  an  obvious  connection  can  be  made 
between  the  color  used  and  the  commodity  advertised,  so  much  the 
better.  It  may,  for  instance,  be  both  wise  and  profitable  to  employ 
color  in  advertising  a  summer  resort.  Here,  the  fresh  green  of  the 
grass  and  the  mellow  bloom  of  the  flowers  may  emphasize  the  adver- 
tising point.  Nature  always  advertises  her  charms  by  means  of 
color.  The  green  of  the  forest  depths,  the  blue  of  the  sky  and  the 
sea,  the  yellow  of  the  harvest,  the  gray  of  the  dawn,  the  glow  of  the 
sunset — all  these  are  Nature's  advertising  color  schemes.  Advertis- 
ing that  appeals  to  women  and  children  should  preferably  be  in  color, 


] 


306  THE  ENGLISH  OF  COMMERCE 

inasmuch  as  they  are  more  sensitive  than  men  to  the  delicate  refine- 
ments of  tints  and  shades.  And  color  not  only  attracts  and  makes 
a  favorable  impression,  but  it  makes  a  more  vivid  and,  hence,  a  more 
memorable  impression.  If  you  will  test  your  observation  of  advertise- 
ments, you  will  find  that  you  have  a  much  clearer  memory  of  those 
that  are  printed  in  color. 

Coherence. — Color  must  not  be  used  too  profusely,  however, 
nor  must  it  jar  or  shock  through  bad  taste  in  placing  one  color  with 
another.  The  bright,  cheery  colors  are  more  appropriate  to  adver- 
tising copy  than  are  the  dark  browns  and  cheerless  grays.  There 
should  be  harmony  in  colors,  as  there  should  be  balance  of  arrange- 
ment among  the  parts  of  an  advertisement.  You  may  have  seen 
advertisements  that  impressed  you  as  being  top-heavy  or  lopsided 
otherwise  disproportioned.  This  detracts  naturally  from  the  adve: 
tising  point.  It  arrests  your  attention  on  something  that  is  n 
intended  for  emphasis  and  fails  to  secure  your  attention  on  the 
salients.  It  is  a  safe  plan  to  submit  the  layout  to  several  persons 
who  are  not  particularly  skilled  in  advertising  technique  before  com- 
pleting your  copy.  Bad  arrangement,  disproportion,  lack  of  harmony, 
will  be  the  first  thing  noticed  by  them,  if  the  copy  has  these  defects,  and 
their  criticism  will  probably  make  readjustment  of  parts  an  easy  matter. 

A  border  should  not  be  so  ornate  as  to  detract  from  the  principal 
advertising  point  or  points.  It  should,  moreover,  be  appropriate  to 
the  commodity  advertised.  It  would  be  absurd  to  place  a  border  of 
a  climbing  rose  vine  around  an  advertisement  of  shoes.  On  the  other 
hand,  the  flower  of  the  mint  or  a  design  of  Scotch  plaid  could  be  made 
a  most  appropriate  border  design  for  the  copy  of  Scot  Mints.  Illus- 
trations should  always  be  coherently  linked  with  the  copy  proper.  A 
picture  should  have  its  purpose  made  clear  at  a  glance.  This  may  be 
done  most  effectively  by  a  few  explanatory  words  near  it,  that  serve 
as  caption  at  the  same  time  that  they  headline  the  copy.  It  may 
also  be  done  by  having  the  illustration  portray  a  definite  action,  or  by 
having  a  figure  represented  as  related  in  some  way  to  the  commodity. 

Vertical  lines,  particularly  if  they  are  very  long,  need  to  be  broken 
by  means  of  cross  bars  or  some  other  device.  The  same  is  true  of 
vertical  columns  of  advertising.  If  the  column  runs  the  full  length 
of  a  newspaper,  there  should  be  frequent  spacing  or  headlining  or 


ADVERTISING  307 

decoration  by  way  of  interruption.  The  element  of  rhythm  may  be 
used  to  good  effect  in  securing  to  an  advertisement  a  harmonious 
and  coherent  relation  of  parts.  Words  of  equal  length  may  be  used 
at  regular  intervals,  and  phrasing  and  paragraphing  may  be  so  pro- 
portioned and  arranged  as  to  give  the  impression  of  easy,  rhythmic 
movement.  The  mixture  of  extremely  long  and  extremely  short  sen- 
tences, of  extremely  long  and  extremely  short  paragraphs,  is  a  dis- 
turbing note  in  some  advertising. 

Above  all,  coherence  in  advertising  copy  means  the  getting  at  the 
advertising  point  and  the  holding  of  every  word,  phrase,  and  sentence 
to  that  point.  It  means  the  logical  development  of  the  story  from 
first  to  last,  without  deviation  to  the  right  or  to  the  left.  Make  a 
prospect  hungry,  if  you  like,  by  penning  and  picturing  the  praises  of 
deliciously  prepared  table  luxuries,  and  then  tell  him  where  his  appe- 
tite may  be  satisfied  amid  pleasant  surroundings  at  fair  prices.  Do 
not  make  him  hungry  by  showing  him  a  picture  of  delicious  fruits, 
and  then  offer  him  a  fruit  farm  "for  sale  cheap."  He  will  not  forgive 
your  incoherence  if  you  do.  There  must  be  a  close  consecutiveness 
between  the  opening  of  your  copy  and  its  conclusion.  There  must 
be,  moreover,  immediate  opportunity  for  the  prospect  to  secure  what 
you  offer  him  or  what  you  make  him  desire.  Similarly,  it  is  not  quite 
coherent  to  advertise  a  breakfast  food  on  a  background  of  mauve 
or  cerise,  though  such  colors  may  be  most  suitable  to  the  advertising 
of  women's  dress  fabrics. 

Cautions, — Do  not  be  too  bright  or  clever  or  snappy  or  original. 
Do  not  crowd  your  copy  or  put  too  much  into  it.  Do  not  mix  your 
appeals  or  arrive  at  false  conclusions.  Do  not  represent  a  figure  in 
the  position  of  suspended  or  incomplete  action,  such  as  a  girl  with 
her  mouth  wide  open  or  a  boy  jumping  a  hurdle,  for  it  is  likely  to 
leave  the  prospect  undecided  or  in  suspense.  Do  not  place  such 
words  as  lose  and  loose,  ready  and  readily,  oration  and  ovation,  chance 
and  change  closely  together  in  your  copy,  for  one  may  be  mistaken 
for  the  other.  Do  not  use  such  expressions  as  "Best  on  the  market," 
"Leads  them  all,"  "None  better,"  "Superior  to  all  others,"  "The 

only  genuine,"    "The   only   efficient  on    the   market";    they 

sound  boastful;  they  antagonize;  they  suggest  odious  comparisons. 
Do  not  play  down  to  any  class  or  classes;  do  not  resort  to  slang  or 


308  THE  ENGLISH  OF  COMMERCE 

cheap  popular  phrases;  your  business  is  to  educate  the  people  up, 
not  "uneducate"  yourself  down.  On  the  other  hand,  do  not  writ( 
over  the  heads  of  the  public  or  miss  fire  by  using  sounding  phrase 
and  long  words.  Do  not  portray  in  your  copy  any  ugly  or  painful 
or  awkward  figures  or  situations,  such  as  a  serpent,  a  dying  man,  o^ 
an  accident,  for  they  are  repulsive  to  the  majority  of  prospects. 

Be  brief  and  to  the  point.  Use  the  present  tense  as  much  as  pos-l 
sible.  Be  modest  and  keep  yourself  and  your  firm  in  the  background] 
feature  the  commodity  and  the  prospect  only.  Make  as  much  use 
as  possible  of  illustrations  that  are  explanatory  as  well  as  agreeable 
and  artistic.  Make  use  of  curves  rather  than  rigidly  straight  lines 
as  much  as  possible,  for  the  eye  follows  them  with  less  effort.  Lei 
every  piece  of  copy  you  write  evince  the  fact  that  you  have  faith  ii 
the  goods  you  are  advertising  and  in  the  firm  behind  you.  Tell  th< 
truth,  the  whole  truth,  and  nothing  but  the  truth.  If  the  goods  yoi 
are  advertising  have  been  reduced  from  $4.95  to  $3,  say  so;  do  not 
say  "reduced  from  five  dollars."  Use  simple  words;  simple  sentence 
constructions;  short  paragraphs,  and  headlines  that  mean  something 
and  that  connect  with  the  copy  as  a  whole.  Test  your  copy  for  clear- 
ness, correctness,  and  conciseness  by  submitting  it  to  your  friends 
before  allowing  it  to  be  posted  or  printed.  Strive  to  make  your  cop3 
a  model  of  clean-cut  expression,  an  inspiration  for  straight forwarc 
dealing,  and  an  uplift  in  its  contribution  to  general  intelligence.] 
Know  your  commodity  thoroughly;  know  the  other  fellow's  even! 
more  thoroughly.  Keep  your  work  dignified  and  agreeable  always,j 
and  know  and  love  your  work  better  than  anything  else  in  the  world. 

PROBLEMS 

1.  What  would  you  select  for  the  advertising  points  in  the  preparation  of  a| 
copy  series  for  each  of  the  following:  pencils,  ink,  pads,  furniture,  books,  desks 
games,  erasers,  bicycles,  crockery,  dresses,  shoes,  boys'  suits? 

2.  Make  the  layout  for  a  department  shop  advertisement  In  which  the  above-] 
named  commodities  are  to  be  advertised.     Compose  a  suitable  headline  for  eaci 
one  as  well  as  a  general  headline  for  "the  whole  advertisement.     Provide  for  illustra-^ 
tions  here  and  there.     Look  to  harmony  and  balance  of  parts. 

3.  Test  the  advertisement  on  page  296  for  unity,  emphasis,  and  coherence.     Write 
advertisements  for  this  advertisement,  after  you  have  tested  it  for  these  points," 
setting  forth  its  principal  merits. 

4.  Make  the  layout  for  an  advertisement  of  the  house  in  which  you  Hve  or  foi 


ADVERTISING  309 

your  school  property.  Design  an  appropriate  border  and  an  appropriate  Illustra- 
tion. Place  a  telling  point  at  each  one  of  the  three  emphatic  positions  In  your 
copy.     Submit  it  to  your  classmates  for  criticism. 

5.  Take  some  popular  trade-mark,  such  as  the  one  used  for  "Old  Dutch 
Cleanser,"  and  construct  a  new  and  novel  background  for  the  "woman  with  the 
club."  Use  any  trade-mark  that  is  popularly  displayed  in  your  community,  for 
further  work  in  this  problem. 

6.  Suggest  suitable  types  and  suitable  color  schemes  for  the  advertising  of  each 
of  the  following  commodities:  athletic  goods,  automobiles,  books,  canoes,  dresses, 
gasoline  engines,  laces,  rugs,  soda  water,  stationery,  tennis  rackets,  veilings. 

7.  You  are  asked  to  write  a  series  of  three  advertisements  for  your  debating 
club,  each  one  of  which  Is  to  emphasize  a  definite  point.     Suppose  the  points  to  be 

(i)  It  trains  for  intelligence. 

(2)  It  trains  for  speaking. 

(3)  It  trains  for  participation  in  community  life. 

Construct  the  three  pieces  of  copy  so  that  one  follows  the  other  logically  and  yet 
shows  a  difference  from  the  other  two.  Use  Illustrations,  diagrams,  facts,  figures, 
or  any  other  display  devices  that  will  help  your  copy. 

8.  You  are  asked  to  write  an  advertisement  for  boys'  clothing — suits,  hats, 
shoes,  overcoats,  shirts,  and  so  forth.  Your  space  Is  a  vertical  column  of  news- 
paper length.  Write  the  copy,  breaking  up  the  long  column  at  several  places  and 
providing  an  appropriate  border  decoration. 

9.  Write  brief  satisfactory  advertisements  to  follow  up  each  of  these  headlines: 

— These  Shoes  Wear. 

— No  More  Delays. 

— They  Save  Time. 

— Worth  While  Opportunities. 

— Keep  Using  It. 

— Fresh  from  the  Orient  Every  Week. 

— They  Taste  of  the  Sunny  South. 

— The  Lustre  Shed  Is  Yellow  and  Red. 

— Delays !     Delays  I     Delays ! 

— Never  a  Word  Has  Since  Been  Heard. 

10.  Explain  the  following  and  tell  what  particular  commodity  each  would  be 
appropriate  for  In  advertising  copy: 

Black  Letter,     9^c^/it,     ^xh-^v^w^^,      Gothic, 

Bold  Face,   Clarendon,    Antique,    5H-pomt  or  Agate,    6-point  or  Nonpareil, 

18-point  or  Great  Primer,  lo-pointorLongPrimer, 

11 -point  or  Small  Pica,        12-point  or  Pica,     9-poiiit  or  Bourgeois, 

14-point  or  English. 


3IO  THE  ENGLISH   OF  COMMERCE 


SECTION  32 


Human-Interest  Copy. — Advertising  that  addresses  its  appea 
chiefly  to  the  feelings  or  emotions  and  makes  little  or  no  appeal  to' 
the  reason  or  the  intellect  is  called  human-interest  copy.  Another 
name  for  it  is  character  copy.  Illustration  plays  a  large,  if  not  the 
principal  part  in  such  copy,  and  this,  together  with  the  write-up, 
usually  suggests  a  story  or  a  dramatic  situation.  Description  may 
be  used  to  advantage  in  making  the  appeal,  chiefly  as  an  aid  to  sug- 
gestiveness,  however.  The  appeal  may  be  based  upon  pride,  love, 
fear,  justice,  patriotism,  friendship,  domestic  happiness,  love  of  pets, 
love  of  children,  and  all  the  rest  of  the  homely  and  sentimental  emo- 
tions to  which  the  average  temperament  is  highly  responsive.  The 
advertising  point  of  greatest  value  in  human-interest  copy,  whateverj 
the  kind  of  appeal  made,  should  hinge  upon  the  suggested  story  oi 
situation.  It  should  not  attempt  to  tell  the  whole  story,  but,  rather 
just  enough  to  enable  the  prospect  to  get  the  point  and  tell  the  res 
of  it  to  himself. 

The  picture  of  a  family  sitting  around  the  Victrola  listening  t 
the  music  is  human-interest  copy.     Perhaps  the  most  widely-know 
human-interest  trade-mark  on  record  is  that  reproduced  on  page  30: 
with  the  caption,  "His  Master's  Voice."     The  picture  of  a  sweet 
faced,  gray-haired  mother  saying  goodbye  to  her  soldier  son  is 
human-interest  picture.     Followed  by  a  write-up  headlined  "She 
giving  her  boy  to  our  country — what  are  you  giving?"  it  becomes 
strong  human-interest  appeal  for  a  contribution  to  the  Red  Cro 
or  the  purchase  of  war  bonds. 

It  is  not  safe  to  list  commodities  for  the  advertising  of  whic 
character  copy  is  especially  appropriate.     It  would  be  safer,  if  i 
were  possible,  to  list  the  different  kinds  of  prospects  to  whom  it 
best  adapted.     The  feelings  of  some  may  be  touched  by  the  appeai 
to  pride;  of  others,  by  the  appeal  to  a  sense  of  justice.     Almost  an 
commodity  may  be  advertised  successfully  to  some  group  of  pro 
pects  by  means  of  human-interest  copy.     In  general,  it  may  be  sai 
that  the  human-interest  appeal  is  best  adapted  to  the  advertising  o 
comforts  and  luxuries — pianos,  automobiles,  perfumery,  life  insur 
ance,  branded  food  delicacies,  and  the  like. 


I 


The  $1000  prize  advertisement  written  by  Mr.  C.  W.  Page  in  the  New 
York  Globe  competition.  Note  the  display,  the  use  of  space, 
the  broken  column  effect 


What  advertisers  think  of  a  newspaper 
ia  more  inieresting  than  what  the  paper 
Viinks  of  itself.  And  when  such  thought 
happetu  to  be  expressed  in  terms  of 
dollars  spent  for  advertising  space  — 
there  can  be  no  question  of  its  sincerity. 


16  of  New  York's  Leading  Retail  Stores 


Here  they  mre: 

AHmtm  &  Co. 
AnuU,  CottstabU  &  Co 
B*st  &  Co. 
BloomingdaU  Bros. 
Bmwit  TeOtr  &  Co. 
y.  M.  Giddinc  &  Co. 
Gimbfl  Brothers. 
Htam 

Lord&  Taytar 
K.  H.  Macy  &  Co. 
OpponJuim  &  CoUtns 
FranUin  SimoH  &  Co. 
Sum  Bros. 
Sl0wart&  Co. 
Worth 
Joht  Wanamahor 


used  a  larger  volume  of  advertis- 
ing in  the  New  York  GLOB  E 
during  the  past  five  years  than  in 
any  other  New  York  paper. 

Why  did  these  leading  stores 

Use  More  Advertising  in 
the  GLOBE? 

There  is  only  one  possible  answer- 


To  bie  the  choice  of  <wie  or  two  such 
direwd  buyers  of  advertising  space  would 
be  a  compliment  to  any  paper,  even 
though  inconclusive  as  to  that  paper's 
leadership.  Bui  to  be  chosen  by  sixteen 
such  mtrcharOa  -Surely  That  Is  Proof 
Positive^ 


73«DeyStnet 
NEW  YORK 


Write  for  facts  and  figures  that  teU  why  THE  GUDBE 
offers  the  best  opportunity  for  reaching  the  otoe-tenth 
of  NEW  YORK'S  people  with  money  to  buy  goods. 

Daily  Evening  Newsi 


8  Oldest  and  Most  VTuik  Daily  Evening  NewsiMper 


PXJK.ISHER 


3" 


312  THE  ENGLISH   OF   COMMERCE 

Reason-Why  Copy, — Advertising  that  addresses  its  appeal  chiefly 
to  the  reason  and  the  intelligence  is  called  reason-whV  copy. 
Drawings,  diagrams,  charts,  or  any  other  type  of  explanatory  illus- 
tration may  properly  play  an  important  part  in  this  style  of  adver- 
tising. Exposition  as  to  why  the  prospect  should  buy  or  as  to  how 
something  works  or  can  be  done,  is  the  chief  problem  of  the  copy 
man.  He  aims  to  reason  the  prospect  into  belief.  He  gives  evi- 
dence of  the  superiority  of  his  commodity  over  others.  He  justifies 
an  increase  in  price.  He  urges  the  prospect  to  replace  something  he 
now  uses  with  something  different.  He  shows  close  or  careful  or 
stubborn  prospects  how  a  thing  works  or  how  much  easier  it  works 
than  other  commodities  of  the  same  kind.  In  short,  he  induces 
the  prospect  to  change  a  buying  custom  or  habit,  and  his  copy  must 
therefore  give  clear  and  logical  reasons  for  the  change.  In  human- 
interest  copy,  on  the  other  hand,  the  problem  is  simply  to  secure  a 
decision  or  to  make  the  prospect  feel  the  disadvantage  of  not  possess- 
ing the  commodity. 

At  first  thought  it  may  appear  that  argument  should  be  called 
into  service  in  writing  reason-why  copy.  But  it  should  not  be.  It 
requires  only  clear-cut  exposition,  developed  slowly  step  by  step  and 
based  upon  all  the  counter  objections  that  the  prospect  could  possibly 
offer.  Argument  has  small  if  any  place  in  business,  least  of  all  in 
the  processes  of  merchandising.  True,  reason-why  copy  is  often 
called  argumentative  copy,  but  this  means  simply  that  the  arguments 
in  behalf  of  an  article  are  set  forth  in  clear,  agreeable,  explanatory 
form.  It  does  not  mean  deliberately  aggressive  argument.  Goods 
are  rarely  sold  by  means  of  abstract  argument. 

Reason-why  copy  and  human-interest  copy  may  be  combined  in 
the  same  advertisement.  Explicit  reasons  may  be  given  for  using 
a  certain  tooth  paste  and  these  may  be  accompanied  by  a  human- 
interest  picture  of  a  mother  standing  at  the  washstand  beside  her  boy, 
who  is  brushing  his  teeth.  Reason-why  copy  may  be  used  for  almost 
any  kind  of  commodity.  It  is  especially  appropriate,  however,  for 
advertising  new  inventions,  for  meeting  competition,  for  selling  those 
prospects  who  ponder  a  long  time  before  buying,  and  for  the  purpose 
of  establishing  demands  for  old  commodities  offered  in  new  form  at 
advanced  prices. 


ADVERTISING  313 

Sense-Appeal  Copy, — Advertising  copy  that  addresses  its  appeal 
chiefly  to  one  or  more  of  the  five  senses  is  called  sense-appeal  copy. 
A  picture  of  the  commodity  advertised,  or  a  picture  showing  the 
agreeable  effects  of  its  use,  is  the  type  of  illustration  that  is  especially 
appropriate  for  such  copy.  The  write-up  should  be  principally  de- 
scriptive. Advertisements  of  foods  invariably  make  use  of  the 
sense  appeal  both  by  means  of  apt  illustration  and  by  such  adjectives 
as  delicious,  appetizing,  flavory,  toothsome,  refreshing.  Rarely,  of 
course,  can  all  five  senses  be  appealed  to  in  the  copy  for  a  single 
commodity;  yet  a  young  man  who  was  very  fond  of  soda  water  once 
had  this  to  say  about  his  favorite  drink:  "It  looks  good;  it  smells 
good;  it  tastes  good;  it  touches  my  palate  all  the  way  down,  and  its 
fizz  is  music  to  my  ears !"  The  sense  of  sight  can  easily  be  appealed 
to,  whatever  the  commodity  advertised,  and  as  a  rule  additional 
sense  appeals  may  be  worked  into  the  copy  if  the  commodity  is  thor- 
oughly studied.  When  it  is  remembered  that  human  beings  get  all 
the  knowledge  they  possess  through  the  avenues  of  the  five  senses,  it 
will  be  understood  that  these  may  well  be  made  the  bases  of  funda- 
mental appeal  in  the  construction  of  copy. 

Both  reason-why  copy  and  character  copy  may  center  their  em- 
phasis upon  a  sense  appeal.  All  three  may  be  combined  in  the  same 
advertisement,  each  serving  a  definite  purpose  in  a  unified  and  co- 
herent whole.  For  instance,  there  may  be  the  best  of  reasons  why 
a  certain  prospect  should  own  an  automobile.  A  man  with  his  wife 
and  children  in  his  car  may  be  pictured  just  ready  to  start  from  their 
cosy  home  for  a  spin  in  the  open  air.  The  copy  may  emphasize  the 
sniffing  of  the  invigorating  breeze,  the  pleasant  sensation  of  the 
springs  as  the  car  whirs  around  a  corner,  the  sounds  of  lowing  cattle 
and  singing  birds  as  it  wends  past  fields  and  through  wooded  ways, 
and  the  party  may  return  home  "in  appetite"  as  the  result  of  the 
outing. 

PROBLEMS 

1.  One  of  your  classmates  wishes  to  leave  school  and  go  to  work.  Make 
a  human-interest  appeal  to  him  to  remain  in  school.  Make  a  reason-why  appeal. 
Which  do  you  think  the  more  likely  to  prevail  upon  him  to  remain  in  school  ? 

2.  Make  a  study  of  the  advertising  in  your  community  and  classify  it  under 
the  three  headings  treated  in  this  section.     Secure  advertisements  in  which  all 


314  THE  ENGLISH  OF  COMMERCE 

three  styles  of  copy  are  used  together.     Compare  wholesale  with  retail  advertising 
as  to  the  styles  of  copy  used. 

3.  Write  sense-appeal  copy,  to  be  submitted  first  to  your  classmates  for  criti- 
cism, on  one  of  the  following: 

— Mother's  buckwheat  cakes. 
— Sister's  fudge. 
— Tom's  new  car. 
— A  bunch  of  violets. 
.   .  — Our  dog  Towser. 

— Mother's  garden. 
— Father's  tobacco. 
^  — Mary's  Victrola. 

— My  new  suit. 
— The  swimming  pool. 

4.  Write  advertising  copy  for  some  book  you  have  read.  Make  use  of  human- 
interest,  reason-why,  and  sense-appeal  devices  in  order  to  prevail  upon  your  class- 
mates to  read  the  book. 

5.  When  your  friend  Harry  failed  in  English  he  gave  the  principal  of  your  school 
reasons  why  he  failed.  The  principal  in  turn  gave  him  reasons  why  he  should  have 
passed.  Construct  copy,  based  upon  this  episode,  to  be  used  as  an  advertisement 
for  your  school.  Picture  the  principal  and  Harry  in  interview.  Then  feature  a 
good  headline.  Then  give  the  principal's  reproof  to  Harry  in  a  generalized  form, 
so  that  it  may  appear  as  the  reason  why  all  serious-minded  boys  and  girls  should 
attend  your  school. 

SECTION  33 

Tests. — It  IS  impossible  to  calculate  exactly  the  returns  from 
advertising,  but  much  can  be  done  toward  approximating  them. 
This  is  the  big  reason  why  shrewd  foresight  and  judgment  need  to 
be  exercised  in  the  style  and  placement  of  advertising  copy.  Since 
there  must  be  a  degree  of  uncertainty  at  the  end,  there  should  be 
great  caution  at  the  beginning.  If  an  advertiser  is  uncertain  as  to 
the  success  a  piece  of  copy  is  likely  to  meet  with,  he  may  "try  it  out" 
in  a  few  different  mediums,  in  localities  of  different  kinds,  and  in 
this  way  give  it  a  trial.  He  may  watch  returns  closely,  by  means  of 
studying  the  reaction  on  the  part  of  prospects  as  evinced  by  coupon 
returns,  by  means  of  the  prospect's  mention  of  the  medium  in  which 
the  advertisement  was  seen,  or  by  some  device  of  keying.  Keys 
vary  in  form,  but  the  most  commonly  used  are  such  as  these:  "Ad- 
dress Dept.  H.,"  "Please  mention  Section  147  B  when  you  answer 


ADVERTISING  315 

this  advertisement,"  "Dept.  C2,"  "Please  mention Magazine," 

"Write  to  *Ty.' "  Such  data  on  an  advertisement  enable  the  adver- 
tiser to  assort  answers  and  to  measure  to  some  extent  the  work  that 
a  given  advertisement  is  doing  in  a  certain  community,  in  a  certain 
medium  or  by  means  of  a  certain  style  of  copy.  In  case  a  coupon  is 
used,  the  key  is  attached  to  it,  and  the  assortment  of  returned  coupons 
will  tell  the  interesting  tale. 

The  reports  of  sales  departments  upon  the  advertising  of  a  firm 
are  among  the  most  useful  tests  that  can  be  made  of  that  advertising. 
If  customers  buy  because  of  certain  copy,  and  tell  the  salesmen  so, 
the  proof  of  the  success  of  that  copy  is  complete.  Sometimes  the 
device  of  telling  the  prospect  to  request  samples  at  the  counter  or 
to  "take  this  notice  with  you"  is  used.  Sometimes  a  special  sale 
is  deliberately  staged  by  the  advertising  in  order  to  test  the  pull- 
ing power  of  a  certain  style  of  copy  or  kind  of  medium.  Again, 
puzzles  may  be  presented  for  solution,  along  with  rewards  or  pre- 
miums for  the  successful  in  solving  them,  and  the  keenness  of  the 
competition  thus  established  be  taken  as  in  some  measure  a  test  of 
the  advertising  copy.  The  advertiser  may  distribute  a  question- 
naire asking,  among  other  things,  what  particular  characteristic  in 
an  advertisement  the  prospect  liked  best.  By  a  careful  poll  of  the 
answers  he  may  secure  valuable  suggestions  for  future  copy.  Better, 
perhaps,  than  any  of  these  devices  is  that  one  of  using  different 
advertising  appeals  in  copy  that  is  to  appear  through  a  variety  of 
mediums.  One  kind  of  copy  thus  competes  with  another,  as  does 
also  one  medium  with  another.  The  magazine  copy  may  appeal  to 
pride;  the  billboard  to  pocket;  the  newspaper  to  reason,  and  so  forth. 

The  results  of  such  tests  as  these  should  be  drawn  up  in  form  of 
chart  to  be  used  as  ready  reference  guide  for  future  copy  construc- 
tion. Such  a  graphic  record  is  to  some  extent  a  protection  against 
failure,  just  as  it  is  some  guarantee  of  success.  It  interprets  pros- 
pects, mediums,  styles,  in  the  light  of  experience,  for  the  guidance  of 
future  work.  It  must  not  be  forgotten,  however,  that  much  adver- 
tising has  proved  successful  in  spite  of  tests  that  indicated  it  would 
fail,  and  vice  versa.  But  the  tests  are  worth  making  for  the  alertness 
alone  that  they  inspire  in  copy  writers  and  in  advertising  manage- 
ment. 


3l6  THE  ENGLISH  OF  COMMERCE 

Connections. — The  advertiser  and  the  salesman  must  work 
together.  The  advertiser  must  do  advance  work  for  the  salesman; 
the  salesman  must  interpret  public  taste  and  public  demand  to  the 
advertiser.  The  salesman,  meeting  the  prospect  individually,  is  in 
a  position  to  dictate  to  the  advertiser;  the  advertiser,  on  the  other 
hand,  is  in  a  position  to  dictate  to  the  salesman  as  to  just  the  goods, 
the  terms,  and  the  opportunities  their  firm  is  able  to  offer.  The  sales- 
man must  not  be  embarrassed  by  being  obliged  to  put  goods  on  the 
counter  that  are  other  than  as  advertised.  What  the  advertiser  says 
in  his  copy  must  be  "backed  up"  by  the  salesman  either  at  the 
counter  or  on  the  road.  What  the  window  display  or  the  sample 
case  shows  must  be  exactly  as  advertised.  Any  break  in  the  con- 
nection along  any  of  these  lines  of  co-operation  is  fatal  to  sales  not 
only,  but  to  reputation  also,  and  this  latter  is  a  far  more  serious  con- 
sideration. 

Through  advertising,  too,  the  manufacturer  must  connect  with 
the  retailer  and  the  consumer.  Advertising  must,  in  other  words, 
link  all  the  avenues  of  production,  manufacture,  and  marketing  in  a 
consistent  and  mutually  helpful  way.  The  jobber,  the  commission 
agent,  the  dealer,  the  middleman  of  any  sort  or  description  standing 
between  the  producer  and  the  consumer,  looks  to  advertising  to  pave 
every  step  of  the  way  in  the  little  journeys  of  merchandising.  By 
issuing  informing  and  compelling  literature,  bearing  the  name  of 
retailer  or  dealer,  the  manufacturer  not  only  sells  goods  and  helps 
others  to  do  so,  but  he  organizes  a  business  co-operative  system  that 
gains  strength  and  power  according  as  it  is  held  together  by  effective 
advertising. 

Campaigns. — For  placing  a  new  commodity  on  the  market,  for 
intensifying  sales,  for  expanding  or  initiating  trade  in  new  fields,  for 
changing  the  prices  or  branding  of  an  established  commodity,  for  any 
variation  of  marketing  processes  that  makes  it  necessary  to  educate 
people  to  new  tastes  or  new  habits  and  to  approach  them  from  new 
angles,  the  advertiser  plans  a  campaign  that  is  calculated  to  secure 
desired  results  through  carefully  graded,  follow-up  copy.  It  is 
planned  to  every  detail  as  far  in  advance  of  issue  as  circumstances 
permit.     Provision  is  made  at  every  step  in  the  plans  for  making 


ADVERTISING  317 

such  adjustments  as  may  be  required  by  manufacturing  and  "sales 
conditions,  by  response  on  the  part  of  prospects,  or  by  reports  from 
sales  departments.  There  must  be  no  campaign  beginnings  made 
until  the  word  "go"  is  echoed  from  one  end  of  the  trade  route  to 
the  other.  The  manufacturer  must  have  his  goods  ready  and  the 
sales  organization  must  have  its  machinery  not  only  ready  but  keyed 
to  the  situation  before  the  advertising  copy  goes  out. 

An  advertising  campaign  is  sometimes  started  "in  the  small," 
that  is,  it  is  tried  first  in  a  small  way  for  the  purpose  of  "warming  up'* 
or  "seeing  how  it  goes."  It  is  best  developed  according  to  the  steps 
discussed  in  connection  with  sales  letters  (page  219).  First,  curiosity 
may  be  stirred  or  attention  attracted  by  means  of  a  tickler  or  teaser. 
This  may  be  followed  by  copy  that  stimulates  interest  and  desire; 
and  this,  in  turn,  followed  with  the  stronger  appeals.  The  early 
copy  in  a  campaign  series  introduces;  the  middle  copy  makes  ac- 
quainted; the  later  copy  establishes  and  maintains  friendship. 

Policies. — Some  houses  hold  strictly  to  a  single  style  of  copy; 
others  vary  it  constantly.  Some  mention  prices  always;  others 
never  do.  Some  make  use  of  one  large  space ;  others  use  many  small 
spaces.  Some  elect  one  medium  and  hold  to  that  only;  others  use 
many  mediums.  And  so  on.  The  variations  of  policy  in  advertis- 
ing as  it  bears  upon  such  general  considerations  as  these  are  too 
numerous  to  mention  here,  but  they  are  worthy  of  study,  for  they 
involve  many  questions  interesting  to  the  beginner. 

Untrustworthy  and  dishonest  advertising  is  rapidly  passing. 
The  best  publications  of  the  country  issue  notices  that  questionable 
advertising  will  not  be  accepted.  Advertising  that  Qffers  extraordi- 
nary interest  on  investments,  that  guarantees  cures,  that  requests 
money  for  samples,  that  attacks  personal  character,  that  explains 
too-good-to-be-true  opportunities,  will  not  be  permitted  in  the  col- 
umns of  these  publications,  no  matter  how  much  money  is  offered 
for  their  space.  This  has  been  the  ethical  accomplishment  of  one  of 
the  largest  and  most  powerful  organizations  in  existence — The  Asso- 
ciated Advertising  Clubs  of  the  World. 

It  is  poor  advertising  policy  to  offer  too  many  inducements,  to 
announce  too  many  special  sales  opportunities,  to  attach  too  much 


3l8  THE  ENGLISH  OF  COMMERCE 

importance  to  prices  and  too  little  to  values.  While  perhaps  every- 
body likes,  yet  nobody  expects,  to  get  something  for  nothing,  espe- 
cially anything  that  is  worth  the  having.  It  is  good  advertising 
policy  always  to  insert  in  copy  a  note  of  detachment  from  strictly 
material  considerations.  The  advertiser  must  consider  himself,  not 
merely  a  copy  seller  of  goods,  but  an  educative  influence,  an  agent 
of  community  uplift,  an  example  of  good  taste  and  congenial  spirit. 
However  brief  his  copy  may  be,  through  its  form  and  orderliness,  its 
artistic  balance  and  harmony,  it  makes  for  good  in  any  locality  where 
it  appears.  If  it  lacks  in  tone  and  style  and  dignity,  or  if  it  gives  the 
public  no  reasons  for  reading  it  except  those  of  sordid  cost  and  price 
and  necessity,  then  it  does  not  make  for  good,  and  the  advertiser 
who  writes  it  fails  to  meet  his  fullest  copy  obligations. 


PROBLEMS 

1.  Explain  how  an  advertisement  in  your  school  paper  may  be  of  assistance  to 
pupils  who  are  trying  to  sell  school  pins  or  pennants. 

2.  Plan  a  campaign,  to  be  conducted  by  means  of  school  papers,  bulletin  boards, 
and  assembly  announcements,  for  the  sale  of  a  school  year  book  or  for  one  hundred 
per  cent  membership  in  some  school  organization. 

3.  Construct  advertising  rate  cards  for  a  school  weekly,  a  school  monthly,  and 
a  school  annual.  Give  attention  to  favored  spaces,  to  sizes,  to  amount  of  printed 
matter,  to  special  make-up,  and  so  forth. 

4.  Construct  copy  for  advertising  many  of  the  articles  sold  by  your  school 
co-operative  shop.  Construct  single  specimens  of  copy  for  advertising  individual 
articles.  Connect  your  copy  with  shop  display  of  goods.  Make  use  of  coupons  and 
keys. 

5.  Study  the  advertisement  on  page  296  and  answer  *the  following  questions 
about  it:  Does  the  advertisement  show  that  the  advertiser  knows  his  commodity? 
What  kind  of  commodity  is  advertised?  For  what  class  of  prospect  is  the  com- 
modity intended  ?  What  is  the  medium  used  ?  What  kind  of  advertisement  is  it  ? 
What  advertising  style  is  used  ?  Tell  as  nearly  as  you  can  what  the  stages  of  layout 
were.  Test  the  advertisement  for  unity,  emphasis,  and  coherence.  Are  any  of  the 
cautions  enumerated  on  page  307  violated  ?  Are  style  and  color  and  arrangement 
featured?  Is  there  an  appropriate  border?  Is  it  human-interest,  reason-why,  or 
sense-appeal  copy?  Does  the  advertisement  bear  a  key?  Could  it  be  used  as  an 
aid  by  salesmen?  Is  it  dignified?  Is  the  best  possible  use  made  of  the  space? 
Are  you  convinced  ? 


ADVERTISING  319 

6.  Make  the  layout  for  a  series  of  advertisements  you  would  construct  for  this 
chapter.     Include  the  following  points  and  subdivide  each  one  as  the  text  requires: 

Introduction 

SECTION  29— The  Commodity 
The  Prospect 

PROBLEMS 

SECTION  30— Mediums 
Kinds 
Styles 

PROBLEMS 

SECTION  31— Copy 
Unity 
Emphasis 
Coherence 
Cautions 

PROBLEMS 

SECTION  32— Human-Interest  Copy 
Reason-Why  Copy 
Sense-Appeal  Copy 

PROBLEMS 

SECTION  33— Tests 

Connections 

Campaigns 

PoUcies 

PROBLEMS 


I 


CHAPTER  VII* 

THE  BUSINESS  TALK 

You  do  not  sell  the  auto,  after  all  your  fuss  and  care — 
You  sell  God's  open  country,  and  the  sunshine,  and  the  air; 
And  perhaps  you'll  think  me  stupid,  or  pronounce  me  very  droll — 
But  you  do  not  sdl  the  auger — you  simply  sell  the  hole. 

IiXtroduction. — Speech  is  a  natural  function;  writing  an  acquired 
one.  Speaking  is  as  automatic  as  breathing.  Writing  requires  the 
accumulation  and  the  use  of  certain  properties  that  give  it  at  once 
a  more  formal  significance  than  attaches  to  speech.  Indeed,  the 
very  fact  that  we  write  indicates  that  our  written  expression  is  to 
have  some  degree  of  duration,  however  brief,  and  this  in  itself  imposes 
a  wholesome  restraint  upon  how  we  write  and  what  we  write. 

Speech  requires  no  pen,  no  paper,  no  desk,  no  setting  of  any  sort. 
It  is  always  "on  tap,"  to  flow  freely  forth.  And  just  as  the  necessity 
for  preparation  in  the  case  of  writing  compels  a  certain  degree  of  care 
in  that  form  of  expression,  so  the  very  ease  and  naturalness  of  speak- 
ing tempt  us  into  a  certain  indifference  in  the  exercise  of  that  func- 
tion. Like  material  things  that  are  easily  acquired,  the  power  of 
speech  is  too  lightly  considered.  Thus  it  happens  that  our  speaking 
is  all  too  frequently  careless  and  haphazard,  incoherent  and  slovenly, 
and  that  the  world  is  occupied  much  of  its  time  in  disengaging  itself 
from  misunderstandings  occasioned  by  inexact  speech.  Vague,  dif- 
fuse, inaccurate  talk  has  more  than  once  been  the  cause  of  serious 
business  consequence. 

The  advertiser  addresses  large  numbers  through  the  medium  of 
writing.  However  vivid  his  appeal  may  be,  it  is  nevertheless  im- 
personal and  general.  He  is  not  interrupted  by  queries,  he  is  not 
obliged  to  consider  individual  mood;  his  own  personal  manners  and 

*  It  is  recommended  that  Chapters  I  and  n  be  reviewed  in  connection  with  the  study  of  this 
chapter. 

320 


THE  BUSINESS  TALK  32I 

appearance  do  not  enter.  He  "pens  and  paints  and  pictures."  But 
the  salesman  addresses  one  person  directly,  through  the  medium  of 
speech.  His  appeal  is  special  and  personal.  He  is  subject  to  con- 
stant interruption,  it  may  be,  and  he  may  never  forget  either  his 
own  bearing  or  the  mood  of  the  one  to  whom  he  speaks. 

For  the  salesman,  speech  is  a  live,  pulsating  form  of  business 
power.  For  the  business  man  in  the  larger  realm  it  is  the  humanized 
and  spontaneous  expression  of  the  machine  operator  and  of  him  in 
the  executive  chair.  It  is  the  one  articulate  medium  whereby  the 
man  of  brawn  and  the  man  of  brain,  the  man  who  makes  and  the 
man  who  manages,  communicate  and  co-operate.  Nowhere  in  the 
whole  field  of  commercial  expression  is  there  greater  need  for  clearness, 
correctness,  and  conciseness  than  in  the  speech  of  one  business  man 
with  another.  He  must  be  able  to  choose  accurate  words  on  the 
spur  of  the  moment,  to  use  correct  sentences  automatically,  to  make 
his  paragraphs  heard  and  felt  rather  than  seen.  His  various  writings 
may  be  drawn  up  by  those  engaged  for  the  purpose,  for  him  to  sign. 
For  his  speech,  he  himself  must  be  held  responsible. 

Says  Carlyle:  "The  Speaking  Function — this  of  Truth  coming  to 
us  with  a  living  voice, — nay,  in  a  living  shape,  and  as  a  concrete 
practical  exemplar:  This,  with  all  our  Writing  and  Printing  Func- 
tions, has  a  perennial  place." 

SECTION  34 

Voice. — Business  of  a  high  tone  is  conducted  in  a  voice  of  a  low 
tone.  That  salesman  who  has  a  pleasing,  ingratiating  voice  is  half- 
way on  the  road  to  making  a  sale  immediately  his  voice  is  heard. 
Conversely,  that  salesman  whose  voice  is  hard  or  rasping  or  badly 
managed  is  handicapped  at  the  very  outset  of  his  talk.  First  im- 
pressions of  people  are  likely  to  be  conveyed  by  means  of  three  con- 
siderations— appearance,  manner,  speech.  How  does  he  look  ?  How 
does  he  behave?  How  does  he  speak?  On  the  answers  to  these 
three  questions  depend  very  largely  our  first  estimate  of  others  and 
their  first  estimates  of  us.  By  no  means  the  least  of  these  three  is 
speech. 

"My  man,  with  that  voice  of  yours  you  could  sell  goods  to  me 


322  THE  ENGLISH   OF   COMMERCE 

in  the  dark,"  said  a  business  man  to  a  maimed  and  ill-clad  soldier 
who,  on  his  return  from  war,  had  entered  the  field  of  salesmanship. 
This  was  a  rare  compliment,  and  one  that  every  ambitious  sales- 
man should  strive  to  merit.  He  may  do  this  best,  perhaps,  by 
remembering  that  good  voice  depends  to  a  very  large  extent  upon 
good  health  and  cheerful  temper,  and  that  these  in  turn  depend  upon 
proper  breathing. 

Breathing, — Breath  is  the  soul  of  voice.  Voice  cultivation  is 
almost  entirely  a  matter  of  breath  cultivation;  voice  control,  a  matter 
of  breath  control.  If  our  hurried  artificial  life  causes  nasal  or  throaty 
or  nervous  or  stifled  voice,  it  is  because  that  life  interferes  with 
breathing.  To  breathe  nervously;  to  take  short,  fluttering  breaths; 
to  contract  the  air  passages  so  that  the  breath  cannot  circulate  freely; 
to  breathe  irregularly  or  to  try  to  say  too  much  in  a  single  breath — 
all  of  these  bad  breathing  habits  have  a  direct,  unpleasant  effect 
upon  the  voice.  Local  disturbances,  such  as  adenoids,  may  be  to 
blame  sometimes  both  for  bad  voice  and  bad  breathing.  But  these 
are  easily  remedied,  and,  indeed,  have  been  cured  by  patient  practice 
in  correct  breathing. 

Take  long,  slow,  deep  breaths.  Breathe  from  the  diaphragm, 
not  merely  from  the  upper  portions  of  the  lungs,  and  feel  the  breath 
vibration  through  every  nerve  and  muscle  of  your  body.  Keep  the 
mouth  and  the  throat  open  and  free  of  all  contraction  when  you 
talk.  Always  stand  and  sit  in  erect  posture.  For  a  few  minutes 
every  day  practice  long,  slow,  deep  breathing  in  the  open  air.  If  you 
do  this  conscientiously  you  will  find  your  voice  becoming  smooth  and 
elastic  and  manageable,  and  your  general  health  vastly  benefited. 
More  than  this,  you  will  gain  absolute  control  of  vocal  power,  you 
will  be  able  always  to  speak  in  pleasant  tones,  and  you  will  find  your- 
self in  total  agreement  with  that  large  number  of  people  who  believe 
that  bad  voice  is  nothing  more  or  less  than  a  phase  of  bad  manners. 

PROBLEMS 

I.  With  the  windows  of  your  room  wide  open,  stand  before  your  mirror  and 
exercise  in  deep  breathing.  Watch  your  chest  expansion  closely  and  regulate  it 
carefully. 


THE   BUSINESS  TALK  323 

2.  Pronounce  the  following  just  as  clearly  and  pleasantly  as  you  can.  Take  a 
full,  deep  breath  before  beginning  each  one  and  allow  it  to  exhale  slowly  over  the 
sounding  of  the  words.     Each  group  will  be  found  to  be  about  a  breathful; 

— Various  articles  are  for  sale  here. 
— Silks  and  satins  are  on  your  right. 
— Do  you  prefer  the  darker  shade? 
— I  shall  be  glad  to  show  them  to  you. 
— These  prices  have  all  been  reduced. 

3.  Practice  the  vocal  sounding  of  the  following  combinations.  Form  other 
such  groups  for  practice,  especially  those  that  you  have  trouble  in  sounding.  Take 
a  deep  breath  before  each  exercise : 

Oh — ee — ha — hi — oh — 00 — yu. 

4.  Look  up  in  the  dictionary  the  various  sounds  of  each  of  the  vowels  a  e  i  0  u. 
Practice  pronouncing  these  sounds  in  rapid  succession,  being  careful  to  breathe 
slowly  and  deeply  and  to  keep  the  mouth  and  throat  open,  free,  and  elastic. 

5.  Practice  pronouncing  the  following  words  as  distinctly  and  as  pleasantly  as 
you  can.     Bring  out  clearly  the  different  vowel  sounds  represented  in  each  group: 

Line — linen  Pin — piping 

Make — madam  Rep — refund 

Manner — mauve  Sachet — sateen 

New — nearsilk  Tan — tasty 

Office — omission  Woven — worked 


SECTION  35 

Pronunciation. — The  business  talker  must,  of  course,  be  master 
of  the  vocabulary  that  has  to  do  especially  with  his  particular  kind 
of  business.  He  must  also  be  master  of  a  good  general  vocabulary, 
of  the  words  that  pertain  to  the  everyday  things  about  him.  He 
must,  in  short,  have  at  his  command  both  a  special  and  a  general 
vocabulary,  the  one  acquired  through  attaining  mastership  of  his 
specialty;  the  other,  through  his  being  a  man  of  the  world  and  a 
social  mixer.  The  wider  his  vocabulary,  the  better  able  he  will  be 
to  adjust  himself  to  all  sorts  and  conditions  of  men  and  situations. 
The  more  accurately  he  pronounces  and  uses  the  words  he  knows, 
the  greater  impression  he  will  make  upon  his  hearers. 

There  are  many  commonly  used  English  words  that  are  frequently 
mispronounced.  There  are  also  many  business  men  who  have  a 
justifiable  contempt  for  the  one  who  habitually  mispronounces  such 
words.     True,  there  is  often  more  than  one  allowable  pronunciation 


324  THE  ENGLISH  OF  COMMERCE 


I 


for  an  English  word;  but  for  the  vast  majority  of  words  there  is  only 
one  better  or  accepted  pronunciation,  and  the  business  talker  must 
know  and  use  it.  He  must  pronounce  leisure,  leesure,  not  lay  sure; 
he  must  pronounce  detailj  de-tail\  not  de'-tail.  He  must,  in  other 
words,  be  careful  about  the  sound  of  letters,  especially  of  the  vowels, 
and  about  the  accent  of  syllables.  He  must  pronounce  his  words 
distinctly  and  naturally.  It  is  an  easy  matter  for  a  sloven  in  the  use 
of  words  to  crowd  out  a  syllable  from  particularly  or  to  insert  an  extra 
one  in  athletic.  The  business  talker,  and  especially  the  salesman, 
cannot  be  on  too  intimate  terms  with  the  dictionary.  Some  of  the 
best  salesmen  are  not  above  carrying  a  small  pronouncing  dictionary 
in  their  pockets. 

Enunciation. — ^Words  should  not  only  be  pronounced  naturally 
and  unaffectedly  as  units  of  speech;  they  should  be  spoken  or  pro- 
nounced out  distinctly  as  they  stand  related  to  each  other  in  phrases 
and  sentences.  They  should  be  the  out-messengers  of  your  thought. 
If  syllables  are  habitually  slighted,  as  in  for  ing;  if  words  themselves 
are  habitually  merged  so  that  they  lose  their  individuality  as  distinct 
messengers  of  thought,  as  coloredoilies  for  colored  doilies  ;  if  words  and 
phrases  are  spoken  too  rapidly,  without  the  proper  grouping  and 
pausing  to  indicate  the  relation  and  the  separation  of  ideas,  why, 
there  is  a  consequent  loss  of  effectiveness  that  may  be  capable  of 
actual  calculation  in  dollars  and  cents.  In  business  every  word  you 
use  must  tell.  Talk  neither  too  slowly  nor  too  rapidly.  Do  nov 
resort  to  mannerism  of  any  kind,  for  it  attracts  attention  to  itself 
and  thus  defeats  the  very  end  of  speech.  Pause  frequently  in  order 
to  let  your  words  "soak  in."  Do  not  be  afraid  of  an  occasional 
silence;  it  is  often  the  very  turning  point  in  a  business  conversation. 
The  tone  of  your  voice  and  the  rate  of  your  speaking  may  be  per- 
mitted to  reflect  your  mental  processes  accurately,  but  whatever 
your  mental  mood  may  be,  do  not  permit  it  to  influence  your  speech 
at  the  expense  of  distinctness. 

Punctuation. — You  may  think  that  marks  of  punctuation,  like 
children,  are  to  be  seen  and  not  heard.  But  punctuation  is  quite 
as  much  a  matter  of  hearing  as  of  seeing.     Indeed,  it  is  also  a  matter 


I 


THE  BUSINESS  TALK  325 

of  feeling.  The  efficient  talker  is  able  to  make  his  periods,  semi- 
colons, colons,  dashes,  commas,  both  heard  and  felt  quite  as  dis- 
tinctly as  his  question  marks  and  exclamation  points  are. 

On  the  printed  page  marks  of  punctuation  help  the  reader  to 
grasp  the  phrasing  felt  by  the  author  while  he  was  writing.  They 
are  the  visual  signs  of  delays  or  pauses,  or  turns  or  groupings  in  the 
author's  expression  of  ideas.  But  there  may  be  audible  signs  of 
equal  accuracy  and  definiteness.  A  pause  in  the  flow  of  speech,  a 
rounded  phrasing  of  word  groups,  a  suspended  pitch  of  voice,  a  varia- 
tion in  tone  of  voice  or  in  rate  of  speaking,  may  each  and  all  be  used 
with  the  same  effect  in  talking  as  the  various  marks  of  punctuation 
are  used  in  writing.  Courteous  listeners  do  not  interrupt  a  speaker 
until  they  "hear"  a  period  or  other  terminal  mark  of  punctuation. 

A  good  auctioneer,  engaged  in  selling  under  vigorous  bidding, 
will  furnish  excellent  examples  of  audible  punctuation.  He  aids  his 
speech  constantly,  of  course,  by  use  of  hand,  head,  and  eye.  But 
these  aside,  his  voice  is  used  to  the  utmost  by  way  of  pause,  phrasing, 
and  modulation  to  indicate  stops,  half-stops,  queries,  and  exclama- 
tions. His  auditors  respond  to  his  punctuation  quite  as  much  as  to 
his  language.  They  are  influenced  by  it — even  victimized  perhaps — 
though  they  are  quite  unconscious  of  formal  marks  on  a  printed  page. 

PROBLEMS 

1.  Read  the  following  phrases  aloud,  pronouncing  and  enunciating  as  distinctly 
as  you  can  without  appearing  affected: 

— Apparatus  for  adults. 

— Casualty  insurance  and  protection. 

— Chocolate  eclairs  for  sale. 

— Expert  accompanist  open  for  engagement. 

— Extract  of  witch-hazel  our  specialty. 

— First-rate  perfume  at  moderate  prices. 

— Handkerchiefs  laundered  reasonably. 

— Incalculable  values  in  merchandise. 

— Medieval  tapestry  of  exquisite  design. 

— Pianos  tuned  and  renovated. 

2.  Look  up  the  following  words  in  the  dictionary  and  pronounce  them  accu- 
rately: 

Alias,  allies,  annex,  array,  aviator,  compound,  curtailment,  data,  deficit, 
exchange,   exigency,   financier,   forecast,   formidable,  garage,   hangar, 


326  THE  ENGLISH  OF  COMMERCE 

Immune,  mischievous,   miscellaneous,  inquiry,  peremptory,  quininf 
radiator,  ration,  satisfaction,  wholesale. 

3.  Read  the  following  sentences  aloud,  enunciating  distinctly: 

— Silks,  satins,  and  divers  other  fabrics  are  to  be  found  on  the  fourth 

thoroughfare  to  your  right. 
— The  money  yields  returns  satisfactory  to  the  holders  of  stocks  and  bonds. 
— Linens  and  lingerie  are  lined  along  the  main  aisle. 
— Boots,  shoes,  stockings,  slippers,  and  serviceable  suitings  are  to  be  found 

at  the  top  of  this  escalator. 
— Luncheons,  suppers,  dinners,  and  teas  are  served  in  the  hanging  galleries.  Jl 
— Mail  letters  as  soon  as  you  are  given  them  and  clamp  parcels  securely  fl 

together. 
— ^After  wrapping,  sealing,  and  packing  the  merchandise,  send  it  to  the 

basement  for  delivery. 
— Fresh  vegetables  are  delivered  daily  to  those  specifying  orders  a  week 

ahead. 
— Tablets  sold  heretofore  by  the  hundred  only,  are  now  on  sale  by  the 

dozen  as  well. 
— Enforce  thoroughness  among  your  employees  by  awarding  premiums 

monthly  as  well  as  weekly. 

4.  Organize  your  class  temporarily  as  an  auction  room.  Appoint  an  auctioneer, 
a  clerk,  and  whatever  other  officers  are  necessary  to  the  conduct  of  an  auction  sale. 
Then  hold  a  mock  auction  sale  of  articles  in  the  room.  Bid  rapidly  and  earnestly. 
Have  one  of  your  number  reproduce  the  auctioneer's  running  appeal  and  comment, 
at  the  board  or  on  paper,  and  make  a  study  of  the  punctuation.  This  exercise 
should  be  tried  more  than  once,  with  a  different  auctioneer  each  time,  and  the  auc- 
tioneer's voice  and  his  audible  punctuation  made  the  subject  of  class  discussion. 

5.  Read  the  following  unpunctuated  verses  to  your  classmates.  By  your  read- 
ing make  it  possible  for  them  to  hear  the  punctuation  and  to  write  the  lines  in 
poetical  form  with  proper  punctuation: 

Asked  Jones  of  Smith  with  a  greeting  glad  as  they  passed  the  time  of  day 
say  how  do  you  give  your  daily  ad  such  a  very  convincing  way  said  Smith 
to  Jones  with  a  chesty  swell  thats  easy  enough  forsooth  I  simply  insist 
those  ads  shall  tell  the  plain  unvarnished  truth  asked  Jones  of  vSmith  in  a 
curious  vein  as  they  met  on  the  avenue  say  why  do  your  sales  show  a 
constant  gain  whenever  accounts  fall  due  said  Smith  to  Jones  as  he  raised 
his  eyes  with  the  glow  and  the  zest  of  youth  why  because  in  handling  our 
merchandise  we  tell  the  naked  truth  asked  Jones  of  Smith  in  an  intimate 
line  as  they  chatted  by  telephone  say  what  shall  I  tell  that  lad  of  mine  as 
he  starts  in  trade  alone  said  Smith  to  Jones  give  him  this  from  me  without 
mercy  or  meekness  or  ruth  whatever  wherever  your  business  may  be  tell 
the  undiluted  truth. 


THE  BUSINESS  TALK  327 

SECTION  36 

Knowledge. — Everything  that  was  said  on  page  ^  regarding 
the  advertiser's  knowledge  of  his  commodity  applies  with  even  greater 
force  to  the  salesman.  Obviously,  he  cannot  talk  about  his  brand 
of  goods  unless  he  knows  all  about  it.  For  him,  knowledge  is  sales 
power.  He  must  know  much  more  about  the  thing  he  sells  than 
the  average  person  knows.  He  must  have  the  intellectual  curiosity 
and  the  mental  alertness  to  grow  with  that  thing  and  to  adjust  himself 
promptly  to  the  varying  conditions  of  commercial  and  industrial  life 
as  they  bear  upon  it  and  upon  the  individuals  he  attempts  to  sell  it  to. 

The  advertiser  must  know  where  to  find  out,  where  the  reserves 
of  information  are.  The  salesman  must  be  ready  with  his  knowledge; 
he  may  take  no  time  to  investigate  while  selling.  The  advertiser 
may  construct  his  copy  with  his  reference  guide  before  him.  The 
salesman  must  have  consulted  all  authorities  before  he  attempts  to 
sell;  and  must  have  their  wisdom  on  the  tip  of  his  tongue.  The 
advertiser  works  out  his  own  plans  without  disturbance  or  surprise 
or  interruption  of  any  kind.  The  salesman  may  have  his  best  con- 
structed plans  turned  awry  at  any  moment  by  unforeseen  circum- 
stance during  the  progress  of  his  sale.  The  advertiser  may  remain 
at  home  and  dispense  his  knowledge  in  the  form  of  a  general  appeal 
from  his  desk.  The  salesman  must  carry  his,  both  as  armor  and  as 
weapon,  straight  out  to  the  frontiers  of  business.  He  must  know 
men  as  individuals,  while  the  advertiser  may  know  them  only  as 
types  or  as  members  of  different  groups. 

Suppose  the  commodity  to  be  silk:  The  salesman  must  be  able  on 
the  spur  to  talk  silk  from  cocoon  to  counter — culture,  weaves,  tex- 
tures, weights,  dyes,  by-products,  imitations,  combinations,  demand, 
supply,  price  fluctuations,  even  the  machinery  and  the  labor  problems 
in  the  mill,  and  more  than  all  this.  The  means  may  easily  be  found. 
Special  books  and  periodicals  are  at  hand.  Every  large  firm  issues 
informing  literature  in  its  special  lines,  and  this  literature  the  sales- 
man must  know. 

Suppose  the  prospect  to  be  the  lady  of  fashion:  The  salesman 
must  know  her  type,  of  course — the  whimsical,  fastidious,  exacting, 
troublesome,  even  irritating  representative  of  idle  wealth.     But  he 


328  THE  ENGLISH   OF   COMMERCE 


i 


must  also  know  her  as  an  individual,  for  he  may  not  use  the  sam 
sales  methods  with  all  the  members  of  a  class.  With  one  he  mus 
be  very  polite;  with  another,  excessively  polite;  with  this  one  he 
must  talk  very  much;  with  that  one  he  must  remain  silent  and  listen, 
and  so  forth.  He  must,  in  short,  individualize  his  customer  just  as 
shrewdly  as  he  specializes  in  his  commodity. 

Interest. — Unless  a  salesman  knows  his  goods,  he  cannot  intro- 
duce them  to  others.  Unless  he  is  interested  in  them,  he  cannot 
interest  others  in  them.  Knowledge  does  not  imply  interest.  One 
may  know  ever  so  many  things  without  being  interested  in  them. 
But  if  a  person  is  interested  in  something,  the  chances  are  that  he 
will  strive  to  know  all  there  is  to  know  about  it.  And  interest  based 
upon  knowledge  inspires  belief.  An  astronomer's  interest  in  the 
planet  Mars  leads  him  to  study  the  planet  thoroughly,  and  this  in 
turn  makes  him  enthusiastic  in  the  belief  that  it  will  some  day  be 
possible  for  the  earth  to  communicate  with  Mars.  A  mechanic's 
knowledge  of  roller  window  shades  may  interest  him  in  applying  the 
principle  of  such  shades  to  wire  screening.  He  comes  to  believe  so 
firmly  in  the  possibility  of  making  a  window  screen  that  will  roll  like 
a  shade,  that  his  whole  being  is  bent  toward  that  realization.  It  is 
for  this  reason  that  interest  is  important  to  the  salesman.  It  stimu- 
lates knowledge  and  establishes  belief.  It  spreads  its  wholesome 
contagion  to  the  customer.     It  vitalizes  the  commodity. 

Without  interest  in  a  subject,  it  is  impossible  for  any  one  really 
to  think  and  know  and  talk  about  it.  He  cannot  hope  even  to  catch, 
much  less  hold,  the  attention  of  an  auditor  by  anything  he  would 
presume  to  say  on  that  subject.  The  silk  salesman  must  know  silks; 
the  woollen  salesman  must  know  woollens ;  the  cotton  salesman  must 
know  cottons.  From  knowledge  salable  facts  are  drawn  for  the  sales 
talk.  But  facts  are  cold  and  hard  and  dull.  It  is  not  until  they  bear 
the  tint  and  shed  the  sparkle  of  interest  that  they  insinuate  them- 
selves upon  the  person  or  persons  to  whom  they  are  presented.  If 
knowledge  gives  power  to  a  sales  talk,  interest  gives  it  color,  and 
sincerity  gives  it  warmth. 

Sincerity. — Sincerity  is  belief  in  action.  It  is  evidenced  by 
honesty  and  intensity  of  speech  and  action.  He  who  talks  business 
simply  because  there  is  "money  in  it,"  is  insincere  and  does  not 


THE  BUSINESS  TALK  329 

deserve  a  hearing.  The  salesman  who  sells  silk  simply  because  he 
hopes  by  so  doing  to  pile  up  a  fortune,  is  insincere.  He  must  sell 
silk,  rather,  because  of  his  interest  and  his  belief  in  it,  because  he 
takes  actual  delight  in  the  experiences  it  affords  him.  His  material 
interests  are  to  be  kept  in  the  background,  where  they  belong.  Un- 
less he  radiates  a  genuine  sincerity  from  his  job;  unless  he  is  able  to 
impress  men  and  women  with  a  simple,  straightforward  sincerity  in 
his  job;  unless  he  can  make  people  feel  that  all  his  energy  and  all  his 
initiative  are  summoned  for  the  job  alone,  why,  his  sales  talk  will 
sound  false  and  hollow  and  insincere. 

Frank,  simple,  direct  language  rings  true.  High-flown  language 
does  not;  moreover,  it  makes  him  who  uses  it  appear  ridiculous. 
Most  people  use  and  prefer  to  hear  short,  homely,  Anglo-Saxon  words. 
Speech  should  be  emphasized  by  voice  or  gesture  or  accent  only  when 
there  is  a  genuine  prompting  by  the  thought  behind  it.  Eagerness 
to  make  a  sale  is  a  poor  counterfeit  of  enthusiasm  for  goods,  and 
rarely  passes  as  currency  for  such.  Over-emphasis  defeats  itself,  for 
it  soon  becomes  weak  and  unemphatic.  Long  and  involved  sentences 
indicate  vague  methods  of  thinking,  and  leave  blurred,  uncertain 
impressions.  It  pays — not  in  money,  necessarily,  but  in  more  val- 
uable ways — to  look  a  man  straight  and  steadily  in  the  eye  when 
you  talk  to  him.  Let  him  see  nothing  but  a  four-square,  man- to- 
man attitude  in  even  the  slightest,  most  inconsequent  of  your  words 
and  actions.  Meet  every  man  on  his  own  ground;  do  not  appear 
above  him  or  below  him  or  different  from  him. 

The  story  is  told  of  an  automobile  salesman  who  attempted  to 

sell  the car  to  farmers,  but  who  made  his  rounds  among  them 

in  a  car  other  than  the  one  he  was  selling.  It  is  clear  at  once  why 
he  failed.  He  violated  the  principle  of  sincerity.  If  he  knew  the 
car  he  was  selling  and  had  an  interest  in  it;  if  he  believed  in  it  and 
was  sincere  in  telling  farmers  that  they  should  own  it,  then  he  should 
have  concretized  his  knowledge  and  interest  and  sincerity  by  using 
the  car  himself. 

PROBLEMS 

I.  Imagine  yourself  to  be  the  producer  of  one  of  the  following.     Consult  the 
encyclopedia  about  it,  and  in  a  speech  before  the  class  tell  what  range  of  knowledge 
would  be  required  of  you  in  order  to  inspire  men  and  women  to  help  you  market  it: 
coffee  lace  linen  paper  rubber         silk  wool 

cotton        leather        lumber        pottery       steel  sugar  wheat 


330  THE  ENGLISH  OF  COMMERCE 

2.  Imagine  yourself  to  be  a  salesman  of  one  of  the  following.     Explain  to  tl 
class  how  you  would  extend  or  modify  your  investigations  in  i  above: 

Yuban  edgings    handkerchiefs  stationery  tires         dresses       suits 

underwear    shoes        furniture  vases  girders     Domino     cereaU 

3.  Imagine  yourself  the  salesman  of  a  service  rather  than  of  a  commodity- 
service  such  as  gas  or  electric  illumination.  Explain  to  the  class  just  how  your 
knowledge  of  the  subject  and  your  presentation  of  it  to  prospects  would  be  devel- 
oped.    Perhaps  the  following  plan  may  prove  helpful: 

— Origin  or  source  of  service. 

— Its  preparation  and  distribution. 

— Its  purposes  and  uses. 

— Its  special  benefits. 

— Its  record. 

— Inducements. 

4.  Sell  a  school  game  or  a  school  entertainment  to  your  classmates.  Tell  what 
you  know  about  it.  Tell  why  you  are  interested  in  it  and  why  they  should  be. 
Prove  your  sincerity. 

5.  Discuss  the  following: 

— How  advertising  can  help  the  salesman. 

— How  the  salesman  can  help  advertising. 

— Sales  circulars  as  encouragement. 

— Sales  catalogs  as  hindrances. 

— Sales  literature  as  an  aid. 

— Hypocrisy  in  selling. 

— Sham  attitudes  toward  goods. 

— Interest  without  knowledge. 

— Knowledge  without  interest. 

— Sincerity  without  knowledge. 

6.  Below  are  excerpts  from  two  different  sales  talks,  one  on  one  kind  of  auto- 
mobile and  one  on  another.  Compare  the  two  from  the  points  of  view  of  direct- 
ness, sentence  structure,  choice  of  words,  and  general  effectiveness  of  appeal : 

Its  low  weight  distribution,  yet  ample  Picture  your  own  little  ones  riding  in 

road  clearance,  the  design  of  its  motor,  the  great  outdoors.     Their  cheeks  glow; 

chassis,  and  parts,  have  all  been  con-  their  eyes  sparkle ;  their  blood  tingles  with 

ceived,  proportioned,  and  skilfully  exe-  the  tonic  of  fresh  air  and  open  sunshine, 

cuted    into    an    admirably    harmonized  It  is  a  wonderful  part  that  this  car  is 

unit.     In  dignity  of  appearance  as  well  playing  today  in  both  home  and  business 

as  in  performance  and  operation,   this  life.     Six  hundred  thousand  owners  call 

car  satisfies  the  desires  of  that  individual  it  "Pal."     Women  and  children  like  it 

who  enjoys  full  mastership  of  the  boule-  particularly.    It  is  always  to  be  depended 

vard.     Its  superbly  beautiful  and  digni-  upon.     It  stands  up  under  the  most  se- 

fied  contour  distinguish  it  as  at  once  supe-  vere  wear  and  tear.    And  these  things  are 

rior  and  supreme.  better  inducements  to  purchase  than  any 

list  of  specifications  we  coifld  show  you. 


THE   BUSINESS  TALK      .  33 1 

SECTION  37 

The  Prospect. — For  the  salesman  there  are  as  many  diflferent 
kinds  of  prospects  as  there  are  types  of  human  character.  He  can 
make  no  hard  and  fast  classification  of  them,  any  more  than  he  can 
presume  to  know  each  one  intimately  under  whatever  circumstances. 
Those  who  are  easily  convinced  and  who  buy  readily  and  willingly 
offer  no  problems  to  the  salesman.  Average  human  intelligence  and 
decent  manners  on  his  part,  should  enable  him  to  keep  such  prospects 
on  his  list.  A  somewhat  more  difficult  type  may  be  those  who  are 
"merely  interested"  or  "just  looking,"  or  who  say,  "Oh,  yes,  keep 
right  on  talking;  I'll  listen,  but  don't  take  offense  if  I  continue  my 
work."  The  good  salesman  knows  that  interest  is  the  vestibule  to 
investment,  that  the  just-looking  shopper  is  nibbling  the  bait  that 
makes  people  buy,  and  that  divided  attention  is  a  challenge  that 
I  romises  fair. 

The  salesman's  real  problems  are  offered  by  the  indifferent,  the 
ill-tempered,  the  extremely  busy  prospects.  They  consider  him  a 
nuisance  and  may  tell  him  so.  Tact,  courtesy,  and  strategy  are 
required,  if  he  would  secure  a  hearing  from  them.  All  the  psychology 
he  has  studied  may  fail  him  in  the  very  situation  in  which  he  needs 
it  most.  Confronting  a  prospect  who  does  not  want  to  see  him,  he 
may  have  to  throw  aside  all  prepared  devices  and  depend  altogether 
upon  his  quickness  and  readiness  to  give  and  take.  The  most  diffi- 
cult part  is  to  get  a  start  with  such  a  prospect.  Once  that  is  achieved, 
however,  the  salesman  may  try  his  well  laid  plans  with  confidence. 

The  Approach. — ^^Just  what  may  be  the  most  tactful  method  of 
approaching  an  ugly  customer  is  the  salesman's  subtlest  problem. 
A  pleasant  "Good  morning,"  always  in  order,  will  probably  be  of  no 
avail.  A  good  story  may  go  better.  Perhaps  some  human  interest 
appeal,  based  upon  something  in  the  prospect's  office,  may  attract 
him.  The  salesman  may  try  to  connect  his  call  with  some  line  of 
goods  other  than  the  one  he  represents,  or  with  advertising  or  cata- 
log or  correspondence  that  has  preceded  him.  He  may  evince 
interest  in  the  prospect's  work  and  surroundings  and  induce  him  to 
converse  on  these  subjects.     As  a  result  of  previous  inquiry  and  in- 


332  THE  ENGLISH  OF   COMMERCE 

vestigation,  the  salesman  may  be  prepared  to  disarm  opposition  in  the 
prospect  by  some  surprise  tactic,  such  as  mentioning  something  done 
by  the  prospect  which  is  subject  of  particular  pride,  congratulating 
him  on  his  achievement  and  reputation,  or  intimating  compliment- 
ary facts  that  the  prospect  has  thought  unknown  to  any  but  himself. 

Whether  it  be  one  or  two  or  none  of  these,  the  salesman  will 
always  be  careful  to  proceed  slowly.  Haste  in  attempting  the  ap- 
proach is  fatal.  He  will  in  no  way  be  aggressive  or  force  a  lead,  but 
he  will  "feed"  the  prospect  in  such  a  manner  as  to  make  it  appear 
that  the  prospect  himself  is  leading  the  way.  However  expert  a 
salesman  may  be,  he  may  fail  once  or  twice  or  oftener.  But  he  will 
try  and  try  again,  for  a  difficult  prospect,  like  a  difficult  problem  in 
mathematics,  inspires  effort  and  determination. 

The  following  may  be  interesting  as  showing  how  a  salesman  won 
a  difficult  approach  by  touching  the  prospect's  community  pride 
and  suggesting  inducement  at  the  very  outset: 

Salesman :   Good  morning,  Mr.  Dixon.     Fine  morning,  isn't  it  ? 
Dixon  :         (Without  looking  up  from  his  desk)  Huh ! 

Salesman  :   Sorry  to  interrupt  you,  but 

Dixon  :         You  couldn't  interrupt  me! 

Salesman  :   Just  met  a  friend  of  yours  down  the  street. 

Dixon  :         Now,  see  here,  young  man.     Do  you  mean  to  say  that  you  have  the 

nerve  to  come  in  here  begging  again? 
Salesman  :    Oh,  no,  sir!     No,  indeed!     I'm  giving  this  time. 
Dixon  :         About  the  only  thing  you  ever  gave  away  is  your  company,  and  you'd 

sell  that  if  it  were  worth  anything! 
Salesman  :    (To  himself)  Well,  I've  already  put  Mr.  Grouch  in  talking  humor.     This 

is  hopeful.     (To  Dixon)  Well,  this  friend  of  yours 

Dixon  :  Can't  you  see  that  I  am  busy  ?  Now,  be  off  with  you  !  (Showing  him 
the  door.) 

Salesman :  Oh,  I  beg  pardon.  Thought  perhaps  you'd  like  to  hear  about  Fergu- 
son. But  I  was  just  about  to  ask  you  to  let  me  postpone  this  little 
talk  to  some  other  time,  because  Ferguson  wants  me  to  take  a  spin 
with  him  in  his  new  car.    Wish  you  had  time  to  join  us.    (Turns  to  go.) 

Dixon  :  Wait  a  minute !  Hold  on  there !  Ferguson  got  a  new  car  ?  Did  you 
sell  Ferguson  a  new  car  ?  Why,  that  man  owes  me  five  thousand  dol- 
lars !    He'd  better  pay  his  debts  before  he  rides  around  in  a  new  car ! 


THE  BUSINESS  TALK  333 

Salesman  :  All  right.  I'll  tell  him  what  you  say.  But,  after  all,  Mr.  Dixon,  don't 
you  think  a  man's  first  debt  is  to  his  kiddies?  Any  child  can  run 
that  car.  Besides,  Ferguson  pays  his  interest  regularly,  doesn't  he? 
But  if  you  insist  upon  your  principal,  why,  I'll  go  right  over  and  give 
Ferguson  all  the  time  he  wants  on  that  beautiful  car.  He's  as  sound 
as  my  firm.     I  guarantee  he'll  pay  you  this  very  day. 

Dixon  :  What's  that  ?  Say,  young  fellow,  sit  down  and  tell  me  about  your  old 
car.  I  may  buy  one  just  to  get  rid  of  you.  If  Ferguson  can  afford 
a  car,  well,  I  can,  too.    What's  that  you  said  about  kiddies ? 

The  Plan. — There  are,  in  general,  three  principles  to  be  kept  in 
mind  by  the  salesman  in  planning  a  sales  talk: 

1.  Make  the  most  of  the  you-attittide,  that  is,  play  up  the  pros- 
pect— not  necessarily  by  the  use  of  the  second  personal  pronoun — 
though  it  may  usually  be  used  to  good  advantage — ^but  by  making 
the  prospect  the  central  figure  in  the  staging. 

2.  Have  a  few — three  or  four  or  five — salient  talking  and  demon- 
stration points  around  which  the  principal  merits  of  the  commodity 
may  be  brought  out.  These  may  be  based,  if  you  please,  upon 
advertising  that  has  gone  before.  You  should  aim  to  feature  some 
one  of  them  with  special  adaptation  to  the  prospect's  own  personal 
tastes  or  policies.  Each  should  be  clearly  defined,  proved,  and,  if 
possible,  illustrated  when  mentioned. 

3.  As  far  as  the  selling  situation  in  any  given  case  will  permit, 
develop  the  sales  talk  along  the  general  sequence  suggested  for  sales 
letters  (page  219),  that  is,  attention,  interest,  desire,  belief, 
INDUCEMENT,  ACTION.  But  be  ready  on  the  instant  to  switch  any 
of  these  appeals  to  another  place.  Such  a  man  as  Dixon,  for  in- 
stance, may  oblige  the  complete  reversal  of  any  plan  made  accord- 
ing to  this  formula. 

Along  with  all  this,  the  salesman  needs  to  bear  in  mind  constantly 
the  special  interests  of  his  prospect  in  relation  to  the  thing  he  is 
selling.  Suppose  he  is  selling  an  automobile  to  the  average  business 
man,  who  wants  a  car  partly  for  family  and  partly  for  business  pur- 
poses.   The  talking  points  may  run  as  follows: 

1.  Drives  easily  and  simply. 

(Women  and  children  can  operate  it.) 

2.  Looks  extremely  well. 

(Lines  are  graceful  but  not  ag^essive.) 


334  THE  ENGLISH  OF  COMMERCE 

3.  Stands  up  remarkably. 

(Wear  and  tear  of  bad  roads  and  rough  usage  are  not  worth  considering.) 

4.  Consumes  comparatively  little  gasoline. 

(More  miles  a  gallon  can  be  covered  than  by  any  other  car.) 

5.  Is  guaranteed  by  highest  capitalized  firm  in  the  country. 

(Special  inducements  offered  are  second  to  none  and  first  to  many.) 

But  suppose  him  to  be  selling  a  racing  car  to  a  driver  of  inter- 
national reputation.  Then  his  talking  points  above  would  hardly 
do.     He  would  do  better,  doubtless,  to  follow  these  points: 


1.  Records  for  speed  in  past  races. 

2.  Appearance  clean-cut  and  athletic. 

3.  Equipment  reduced  to  a  minimum. 

4.  Engine  and  other  mechanical  apparatus  adjusted  and  tested  to  100%  efficiency 

5.  Company  stands  behind  car  and  guarantees  maintenance  of  record. 


I 


If  the  driver  lost  his  last  race  because  the  car  he  drove  was  obliged 
to  carry  too  much  equipment,  then  No.  3  in  the  above  plan  may 
profitably  be  featured  by  the  salesman.  If,  in  the  former  case,  the 
business  man  reported  that  a  friend  of  his  has  a  car  that  is  almost 
constantly  out  of  repair,  then  the  salesman  will  do  well  to  make 
No.  3  the  feature  of  his  sales  talk.     And  so  on. 

Observe  the  following  talking  points  grouped  somewhat  differ- 
ently: 

Sales  Situation:  Madam  has  stepped  out  of  her  limousine  and  entered  a 
shop  to  buy  some  ruching.  Mademoiselle,  the  saleswoman,  with  her  quick, 
well-trained  eye,  observes  Madam's  gown  and  general  style,  noticing  in  par- 
ticular the  chiffon  waist  and  the  touch  of  pink  in  hat  and  collar.  Madam  has; 
just  bought  her  ruching  and  turns  to  go,  when — 

1.  Attention — 

Mademoiselle  carelessly  takes  up  a  beautiful  gray  chiffon  gown  and  drapes 
it  over  her  arm.  Madam  pauses  momentarily,  looking  at  it,  evincing 
some 

2.  Interest — 

"Very  chic,"  says  Madam. 

**Yes,  very,"  replies  Mademoiselle,  "especially  with  a  dash  of  pink — so!' 

She  deftly  places  a  piece  of  pink  trimming  loosely  around  the  neck 
I  and  down  the  front  of  the  gown,  whereupon  Madam  puts  down  her 

bag  and  registers 


THE  BUSINESS  TALK  335 

3.  Desire — 

"I'm  rather  too  stout  for  that,  am  I  not?"  she  asks. 

"Oh,  no,  indeed!"  returns  Mademoiselle  promptly.  "Madam  is  quite 
slender  enough  to  wear  this.  See!"  She  holds  the  gown  closely  to 
Madam's  figure,  first  being  careful  to  see  that  Madam  is  standing 
before  the  mirror  in  the  proper  light.  Madam  smiles  at  herself  approv- 
ingly and  is  immediately  inspired  with  the 

4.  Belief 

That  the  gray  chiffon  gown  with  the  pink  trimming  just  suits  her.     "By 

the  way,"  she  muses,  still  studying  herself  in  the  mirror,  "I  have  not 

asked  the  price,  have  I?" 
"Ah,  Madam,  very,  very  reasonable,"  replies   Mademoiselle,  "only  one 

hundred  forty  dollars." 
"Oh,  my  dear!"  cries  Madam.     "Why,  I  paid  only  one  hundred  for  this 

waist  and  this  broadcloth  skirt  together!" 
"But,  Madam,  for  only  one  third  more — the  gown  entire — one  of  our  very 

latest  importations — worth  double  the  price  for  style  alone — not  to 

mention  this  very  superior  quality  of  chiffon.     Just  feel  1     Besides, 

it  seems  to  have  been  especially  made  for " 

"Well,  I  think  you  may  try  it  on.  .  .  .     Still,  I  simply  cannot  afford  it 

today,  and  I  ought  not  to  trouble  you.  ...     I'm  sure  I  haven't  that 

much  money  in  my  bag." 
As  Madam  rambles  on  in  this  vein.  Mademoiselle  busies  herself  assisting 

with  the  fitting  and  getting  order  blank  and  sales  check  set  for  action. 

"We  make  all  required  alterations  promptly  and  neatly,"  she  says, 

as  she  smooths  out  a  wrinkle  here  and  a  fold  there,  "and  we  shall  of 

course  be  glad  to  extend  credit  privilege  to  Madam."     And  so — the 

lady  in  the  gray  chiffon  gown  yields  to  this 

5.  Inducement — 

Mademoiselle  calls  in  the  fitter  for  final  adjustment  and  approval,  stands 
off  admiringly  while  Madam  pirouettes  once  again  before  the  mirror, 
and  then,  taking  pencil  and  sales  slip,  asks  modestly,  "It  is  a  town 
address,  of  course?" 

"Yes,"  replies  Madam,  taking 

6.  Action — 

"Mrs.  Beverly  Blayne,  1814  Sixteenth  Avenue." 

"Thank  you  very  much.     Will  you  just  sign  here,  please?" 

While  Mademoiselle  has  insisted  upon  using  the  third  person,  she 
has  nevertheless  played  up  the  you-aHitude  throughout  the  sale.  She 
has  made  Madam  the  star  of  the  occasion  and  has  completely  sub- 
ordinated herself.  She  has  really  featured  Madam  as  much  as  the 
gown;  she  has  sold  Madam  to  the  gown  quite  as  much  as  she  has 


336  THE  ENGLISH  OF  COMMERCE 

sold  the  gown  to  Madam.  She  has,  moreover,  shown  Madam  that 
nothing  is  too  much  trouble  and  that  every  one  of  Madam's  whims 
and  fancies  is  worthy  of  consideration.  She  has,  of  course,  replied 
to  many  more  questions  than  are  included  in  this  brief  outline,  and 
•has  done  so  always  politely.  And  she  has  never  for  a  moment  allowed 
herself  to  doubt  that  Madam  would  buy  the  gray  chiffon  gown  with 
the  pink  trimming. 

PROBLEMS 


I 


1.  Imagine  yourself  a  salesman.     Classify  your  classmates  into  groups  of  diflfer- 
ent  types  of  prospects.     Engage  in  a  sales  discussion  with  one  whom  you  consider 
to  be  a  difficult  prospect.     (If  you  like,  take  the  commodity  to  be  a  small,  incan- 
descent desk  light,  easily  attachable  to  pupils'  desks,  to  be  used  especially  by  those  : 
with  weak  eyes  or  by  all  on  dark  days  or  in  badly  lighted  rooms.) 

2.  Imagine  yourself  a  clothing  salesman.     Draw  up  a  sales  plan  suitable  for  the 
sale  of  a  ninety-five  dollar  suit  of  clothes  to  Mr.  Dixon.     (See  page  332.) 

3.  Imagine  yourself  an  automobile  salesman.     Draw  up  a  sales  plan  for  the  sale 
of  an  eight  thousand  dollar  touring  car  to  Madam  of  the  chiffon  gown. 

4.  From  a  carefully  prepared  plan,  talk  to  your  classmates  on  one  of  the  follow- 
ing suggestions: 

— Selling  the  game  to  every  pupil  in  the  school. 

— Selling  the  school  paper  to  every  pupil  in  the  school. 

— ^Selling  your  school  course  to  a  pupil  in  another  school. 

— Selling  your  father's  business  to  a  neighbor. 

— Selling  this  textbook  to  a  classmate  who  is  going  to  be  a  salesman. 

— Selling  this  textbook  to  a  classmate  who  is  not  going  to  be  a  salesman. 

— Selling  a  motor  boat  to  a  boy  who  cannot  swim. 

— Selling  rackets  to  an  expert  tennis  player. 

— Selling  a  hat  to  a  poor  young  woman. 

— Selling  a  hat  to  a  wealthy  young  woman. 

5.  Reproduce  the  dialog  that  might  take  place  were  you,  as  a  salesman,  try- 
ing to  gain  the  approach  to  one  or  more  of  the  following: 

Mr.  Grouch,  Mrs.  Fussy,  Mr.  Busyman,  Mrs.  Indifference,  Mr.  Old- 
fashioned,  Mrs.  Just-looking,  Mr.  Merely-interested,  Mrs.  Economy- 
stingy,  Mr.  Perfectly-satisfied,  Mrs.  Not-today-thank-you. 

6.  Solve  the  following  problems  by  means  of  discussion  before  the  class: 

— Having,  as  you  think,  successfully  sold  a  commodity  to  a  prospect  by 
means  of  convincing  sales  talk,  you  are  shocked  to  find  that  he  never- 
theless refuses  to  buy  just  as  you  are  ready  to  clinch  the  sale.  What 
are  you  going  to  do? 

— ^You  have  been  notified  by  a  certain  prospect  to  call  on  him  at  a  definite 
time  and  explain  to  him  the  merits  of  the  special  commodity  you  are 


THE   BUSINESS  TALK  2>2>7 

handling.  You  do  so,  but  in  presenting  yourself  at  the  appointed 
time,  you  find  that  he  has  changed  his  mind  and  does  not  want  to  see 
you.  Give  the  conversation  that  ensues  and  that  finally  secures  for 
you  the  hearing  you  desire. 

—You  are  selling  behind  the  counter,  let  us  say.  After  unfolding  many 
yards  of  goods,  in  an  effort  to  please  Madam's  fastidious  taste,  you 
are  disappointed  (but  not  discouraged)  at  hearing  her  say  that  she 
believes  she  will  not  take  any  today.  Explain  what  you  say  and  do 
that  causes  her  to  hesitate  just  as  she  is  rising  to  go,  and  that  even- 
tually brings  about  a  satisfactory  sale. 

— ^Just  as  you  are  entering  Brown's  office  in  order  to  present  a  few  irresisti- 
ble talking  points  in  behalf  of  the  commodity  you  are  selling,  you  meet 
Jones,  salesman  of  a  rival  house,  coming  out.  He  has  been  closeted 
with  Brown  a  half  hour,  and  looks  happy.  Reproduce  the  conversa- 
tion you  have  with  Brown  on  making  the  approach. 

— Enumerate  the  principal  talking  points  you  would  attempt  to  make  in 
selling  mining  securities  to  a  man  who  is  known  to  have  lost  consid- 
erable money  in  that  very  kind  of  investment.  He  has  probably 
said,  "Never  again!"  But  you  must  remember  that  he  evidently 
has  the  speculative  instinct. 

— ^You  are  trying  to  sell  to  Mr.  Closefist  a  particular  kind  of  iron  railing 
to  be  placed  around  his  beautiful  lawn,  to  take  the  place  of  an  old 
tumble-down  fence.  You  have  appealed  to  his  community  pride. 
You  have  pointed  to  his  neighbors,  all  of  whom  have  tried  your  rail- 
ing. You  have  intimated  that  you  know  many  of  them  to  be  in  his 
debt.  You  have  looked  him  up  in  a  financial  guide  and  know  that 
he  can  amply  afford  such  a  railing.  After  you  have  done  all  this  and 
failed,  you  try  again  and  succeed.  Reproduce  the  sales  talk  that  sold 
the  railing. 

SECTION  38 

Unity. — No  one,  least  of  all  a  business  talker,  deliberately  sets 
about  talking  straight,  isolated  narration  or  exposition  or  description 
or  argument.  It  is  valuable  to  a  salesman  to  know  the  underlying 
principles  of  these  different  forms.  He  will  be  called  upon  frequently 
to  use  one  or  another  of  them,  as  occasion  dictates.  But,  what  is 
more  likely,  he  will  all  the  time  be  called  upon  to  blend  all  of  them 
into  rounded,  unified  appeals.  He  will  call  each  into  use  as  the  dif- 
ferent phases  of  his  sales  speech  demand  he  shall,  and  he  will  be  able 
to  switch  easily  and  gracefully,  though  quickly,  from  the  one  to  the 
other. 


338  THE  ENGLISH  OF  COMMERCE 

A  good  story  may  be  depended  upon  to  cover  a  multitude  of 
difficulties.  It  may  win  an  obstinate  approach;  it  may  conclude  a 
stormy  interview  in  such  a  way  as  to  make  another  one  possible;  it 
may  elucidate  and  enliven  a  sales  talk  midway. 

Much  exposition  is  necessary,  whatever  the  commodity  under 
discussion,  for  prospects  want  and  have  a  right  to  know  how  and  why 
and  what  and  when  and  where. 

Description  may  be  an  asset,  especially  at  the  beginning  of  a  sales 
talk,  for  appearances  impress  first,  in  part  because  they  come  first. 
They  attract  and  interest.  Furthermore,  description  and  exposition 
are  often  so  interrelated  and  interdependent,  that  one  is  impossible 
without  the  other. 

There  is  really  no  such  thing  as  sales  argument.  Though  the 
term  is  much  used,  it  means  only  selling  or  talking  or  demonstration 
points.  Argument  rarely  convinces.  It  not  infrequently  leads  a 
person  to  hold  more  firmly  to  his  own  views.  It  invariably  antag- 
onizes. It  never  makes  a  friend;  hence,  it  does  not  make  sales,  for 
salesman  and  prospect  must  first  of  all  deal  on  amicable  grounds.  If 
a  salesman  wants  his  prospect  to  agree  with  him,  he  must  not  argue; 
he  must  show  and  prove  and  demonstrate. 

Narration  and  exposition  and  description  equal  argument,  when 
they  are  concentrated  upon  the  selling  of  goods.  They  constitute 
veiled  or  indirect  argument,  the  only  sort  admissible  to  business  dis- 
cussion. Flat  contradiction  on  the  part  of  a  prospect  should  never 
be  taken  as  a  cue  by  the  salesman  to  "contradict  back." 

*'I  don't  believe  that,"  says  the  prospect,  abruptly. 

** Perhaps  it  doesn't  seem  plausible,"  replies  the  salesman,  "but 
if  you  will  look  through  the  glass  when  I  turn  the  wheel,  you  can  see 
exactly  how  it  happens." 

"You're  all  wrong  about  that,"  says  another  prospect,  gruffly. 

"Well,  it's  the  easiest  thing  in  the  world  to  be  wrong,"  answers 
the  salesman,  "and  I  know  my  statement  sounds  extravagant.  But 
this  letter  from  your  partner,  written  while  he  was  making  an  inves- 
tigation tour  of  the  field,  seems  to  bear  me  out." 

"This  brand  that  Seeley  off^ers  me  is  better  than  yours,  and  at 
the  same  time  it  is  cheaper,"  interrupts  a  prospect. 

**You  may  be  right  about  that,  Mr.  Dixon.     I  know  Seeley's 


THE  BUSINESS  TALK  339 

line,  and  It  is  A- 1  all  the  way  through.  But  if  you  had  tried  ours  as 
you  have  Seeley's,  we  believe  you'd  be  not  only  satisfied  but  enthu- 
siastic. Besides,  practically  every  man  of  your  acquaintance  in 
town  is  using  ours  ..." 

In  all  these  cases  the  salesman  at  first  seems  to  agree,  and  from 
this  seeming  agreement  he  slants  off  into  proof  or  reason  or  story  or 
picture.  He  admits  equality,  even  superiority,  of  other  lines  of 
goods.  He  submerges  himself  by  means  of  the  editorial  ive-  and  the 
you-dittitade.  And  never  for  a  moment  does  he  permit  contradic- 
tion or  disagreement  to  swerve  him  from  the  main  issues.  He  holds 
to  those  tenaciously  but  agreeably. 

Emphasis. — The  sales  talk  may  be  emphasized  throughout  by 
means  of  such  concrete  appeals  as  pictures,  graphs,  charts,  devices, 
models,  testimonials,  big  facts.  They  attract,  interest,  and  often- 
times convince.  They  may  induce  pertinent  inquiries  on  the  part 
of  the  prospect.  They  may  be  followed  up  to  good  purpose  with  such 
inducements  as  terms,  guarantees,  samples,  and  free  trials. 

Knowledge,  interest,  and  sincerity  may  be  made  important  fac- 
tors in  securing  emphasis  to  a  sales  talk.  To  illustrate  by  means  of 
brief  plan: 

1.  Knowledge — Big  Fact. 

There  are  25,000  automobiles  in  your  city,  averaging  the  carrying  capacity 
of  four  passengers — 100,000  people  in  all.  There  are  700  street  cars,  aver- 
aging a  carrying  capacity  of  fifty  passengers — 35,000  people  in  all.  The 
automobile  is  becoming  more  and  more  the  typical  vehicle  of  the  com- 
munity.    Are  you  a  typical  citizen? 

2.  Interest — Picture  Series. 

These  pictures  show  you  what  one  man  gets  out  of  his  car.  It  takes  him 
to  and  brings  him  from  business.  It  takes  his  children  to  school.  It 
takes  his  wife  shopping,  and  carries  home  her  parcels.  It  gives  them  all 
a  holiday  outing.  In  the  summer  the  boys  use  it  as  a  jitney  and  thus  make 
it  pay  its  own  expenses.     Are  you  a  family  man? 

3.  Sincerity — Unusual  Terms. 

Ecjuipment  complete.  Repairs  made  free  of  charge  for  first  year.  New 
annual  model  traded  in  on  generous  terms.  Lessons  in  running  until  you 
have  confidence.  Payment  as  you  like.  Can  you  aflford  to  ignore  this 
opportunity  ? 


340  THE  ENGLISH  OF   COMMERCE 

Incidental  emphasis  may  be  contributed  to  a  sales  talk  throughout 
by  showing  the  prospect  that  restatement,  explanation,  and  re-dem- 
onstration are  never  anything  but  a  pleasure  to  the  salesman.  A 
sale  may  be  lost  forever  by  a  salesman's  evincing  impatience  on 
answering  a  question  even  for  the  fiftieth  time.  On  the  other  hand, 
he  must  know  when  he  has  said  enough  on  a  sales  point  and  when 
not  to  interrupt  a  silence.  The  most  emphatic  method  of  opening 
a  sales  talk  is  by  means  of  a  brief,  direct,  perhaps  unusual  and  arrest- 
ing statement.  Extended  comment  upon  the  weather  is  to  be  avoided, 
as  also  are  such  expressions  as  "What  can  I  do  for  you  today?'*  .  .  . 
"As  I  was  saying."  .  .  .  "Here  is  something  just  as  good."  .  .  . 
"  Anything  else  ? "  .  .  .  "Strive  to  please.'*  .  .  .  "Unusual  qualities." 
.  .  .  "Exceptional  values."  .  .  .  "Out  of  stock."  .  .  .  "Expecting 
some  in."  .  .  .  "Don't  carry  it."  .  .  .  "Waited  on,  Madam?'*  .  .  . 
"One  moment,  please."  .  .  .  "Can't  you  see  that  I'm  busy?'*  .  .  . 
"Call  again.'*  .  .  .  " Will  that  be  all ? "  .  .  .  " This  will  give  you  good 
service."  .  .  .  "Great  values  for  the  money.'*  .  .  .  "Efficiency  is  our 
watchword."  . .  .  "Absolutely."  .  .  .  "What  will  you  have?"  . .  .  "Have 
it  made  up  for  you."  These  are  business  bromides,  so  hackneyed 
as  to  be  impertinent.  The  salesman  who  would  be  at  once  artistic 
and  emphatic  should  avoid  them. 

Coherence. — Interruptions  are  common  to  the  work  of  business 
affairs.  The  telephone  rings.  A  clerk  enters.  There  comes  an 
emergency  call  requiring  the  temporary  absence  of  one  of  the  parties 
to  a  business  talk.  Important  letters  have  to  be  signed.  And  so 
forth.  The  business  talk  must  of  necessity  be  fortified  against  inter- 
ruption, not  by  cutting  off  the  interruption.  This  cannot  always 
be  done.  But  it  must  be  fortified  by  means  of  the  talker's  ability  to 
recover  attention  or  interest  that  is  thus  interrupted.  He  may  do 
his  best,  and  keep  his  speech  coherent,  by  deftly  summarizing  after 
an  interruption  what  was  said  just  previous  to  it.  He  should  make 
no  reference  to  the  fact  that  an  interruption  has  occurred,  or  he  will 
simply  emphasize  the  disconnection  by  referring  to  it.  If  he  can 
resume  by  means  of  some  pointed,  unusual,  or  startling  remark,  or 
by  the  presentation  of  a  graph,  a  picture,  or  a  demonstration,  the 
recovery  will  be  the  quicker  and  the  more  emphatic. 


THE  BUSINESS  TALK  34 1 

A  prospect's  questions  should  be  a  salesman's  delight.  They  are 
hopeful  signs.  They  must  be  freely  invited,  hospitably  received,  and 
completely  answered.  If  they  lead  to  brief  conversations  along  the 
sales  route,  well  and  good.  The  prospect  must  be  given  every  chance 
to  question,  to  converse,  to  comment — to  interrupt.  But  his  inter- 
ruptions threaten  coherence  in  the  salesman's  talk.  The  salesman 
must,  therefore,  by  firm  but  imperceptible  guidance,  hold  the  pros- 
pect's questions  and  comments  to  the  point.  The  prospect  should 
be  made  to  see  and  feel  the  consecutiveness  in  the  salesman's  discus- 
sion. He  may  thus  himself  be  made  to  assist  the  salesman  in  getting 
back  to  the  salients  after  an  interruption  of  any  sort. 

The  sales  talk  should  to  some  extent  be  based  upon  and  follow 
advertising  and  catalog  appeals.  In  fact,  all  that  has  been  said  in 
the  previous  chapter  on  advertising  applies  to  the  sales  talk.  This 
difference,  however,  may  be  pointed  out.  Advertising  is  telescopic; 
selling,  microscopic.  The  one  enters  the  small  end  of  the  megaphone 
and  issues  from  the  large;  the  other  enters  the  large  end  and  issues 
from  the  small.  But  the  connection  between  the  two  must  not  be 
violated  by  the  sales  talk. 

It  is  early  April.  Madam  is  looking  at  silks,  with  view  to  buying 
an  Easter  gown.  She  remarks,  ''These  are  all  so  thin;  they  are  really 
summer  silks,  I  think." 

"But  they  are  very  reasonable,"  replies  the  saleswoman. 

Wrong !  Her  reply  is  not  coherent  with  Madam's  remark.  She 
has  awkwardly  mixed  sales  appeals.  She  should  have  said,  "But 
Easter  is  very  late  this  year.  Madam." 

It  is  the  first  of  April.  The  salesman  is  talking  tractors  to  a 
farmer.  The  farmer,  with  spring  work  at  his  heels,  wants  the  tractor 
at  once,  but  says,  "I  have  no  money  coming  in  until  May  fifteenth." 

"Well,  that  will  be  just  in  time  for  corn  planting,"  returns  the 
salesman. 

Wrong !  His  reply  does  not  dovetail  with  the  farmer's  remark. 
He,  too,  has  confused  sales  appeals.  He  should  have  said,  "That 
can  be  easily  arranged.     Take  the  tractor  now  and  pay  for  it  then." 

In  other  words,  it  is  extremely  bad  business  to  mix  appeals  in  a 
sales  talk.  If  the  appeal  to  pocket  is  the  principal  one,  stick  to  that 
one  until  it  is  satisfactorily  settled.     If  weight  or  quality  of  silk  con- 


342  THE  ENGLISH  OF  COMMERCE 

stitutes  the  appeal,  satisfy  that  appeal  before  proceeding  to  a  discus- 
sion of  values.  You  may  appeal  to  a  prospect's  pride,  to  his  policy, 
to  his  sense  of  justice,  to  his  personal  tastes,  and  so  forth,  but  you 
must  not  appeal  to  them  all  at  once  or  in  rapid  succession  if  you  hope 
to  make  a  sale. 

PROBLEMS 

1.  Tell  how  narration,  description,  and  exposition  may  be  used  to  advantage  in 
selling  the  following  commodities: 

Carpets,  desks,  houses,  overcoats,  pencils,  rockers,  swings,  tractors. 

2.  You  are  attempting  to  sell  a  carpet  sweeper  to  an  old-fashioned  housekeeper. 
Reproduce  your  conversation  with  her,  based  upon  the  points  of  her  opposition,  as 
follows: 

— "This  broom  is  good  enough  for  me." 

— "Your  sweeper  doesn't  take  up  all  the  dirt." 

— "Can't  sweep  the  ceilings  and  walls  with  that  thing." 

— "It  is  too  hard  on  the  carpet." 

— "Can't  get  into  the  corners  with  it." 

— "  It  is  too  hard  to  push." 

— "The  hairs  come  out." 

— "I  don't  like  the  noise  it  makes." 

— "It  gets  out  of  order  too  easily." 

— "The  oil  runs  out  and  spots  the  carpet." 

— "It  scares  the  baby!" 

— "No,  sir,  give  me  the  good,  old,  reliable  broom!" 

3.  You  are  attempting  to  sell  a  safety  razor  to  an  old-fashioned  man.  Repro- 
duce your  conversation  with  him,  based  upon  the  p)oints  of  his  opposition,  as 
follows: 

— "  It  doesn't  shave  closely  enough." 

— "  It  is  wasteful  of  steel." 

— "My  beard  is  too  strong  for  it." 

— "It  pulls  like  Jericho!" 

— "Besides,  a  fellow  can  cut  himself  with  it." 

— "It's  wrong  in  principle." 

— "I  don't  believe  in  these  new-fangled  things." 

— "  I've  used  this  old  blade  thirty  years,  and  I  guess  it'll  do  a  while  longer." 

— "Do  you  use  one  yourself?" 

— "Well,  that's  not  a  very  good  shave  you  have." 

— "Have  to  keep  buying  blades  all  the  time." 

— "  It's  a  lazy  man's  razor." 

—"Can't  afford  it." 

— "  Don't  bother  me  any  more." 


THE   BUSINESS  TALK  343 

4.  Give  a  sales  talk  before  the  class  on  one  of  the  following.  Keep  the  com- 
modity in  your  hands  and  point  out  the  principal  features  of  it,  in  connection  with 
your  sales  points: 

— A  book,  a  fountain  pen,  a  football,  a  map,  a  chair,  a  knife,  a  pad,  a 
ruler,  a  pair  of  glasses,  a  waste-basket. 

5.  Solve  the  following  sales  situations  by  making  exactly  the  correct  sales  appeal : 

— ^A  dressmaker  objects  to  your  sewing  machine  because  it  costs  too  much. 
— ^A  milliner  objects  to  your  sewing  machine  because  it  tires  her  to  run  it. 
— A  housewife  objects  to  your  sewing  machine  because  it  makes  too  much 

noise. 
— A  school  principal  objects  to  your  sewing  machine  because  it  is  too 

complicated  for  pupils  to  use. 
— ^A  young  woman  objects  to  your  sewing-machine  because  it  isn't  so 

ornamental  as  the  one  a  friend  of  hers  uses. 

6.  Select  some  commodity  other  than  the  one  mentioned  in  No.  5,  and  make 
the  correct  appeals  in  dealing  with  similar  objections. 


SECTION  39 

Interviews. — ^The  preceding  sections  have  dealt  chiefly  with  the 
sales  talk.  There  are,  however,  many  man-to-man  business  situa- 
tions where  the  principal  object  is  not  to  sell  goods.  A  landlord 
and  a  tenant  discuss  terms.  An  applicant  applies  personally  for  a 
position.  Two  business  associates  discuss  a  contemplated  deal.  A 
news  reporter  interviews  a  business  man.  An  employer  discusses 
business  matters  with  his  manager.  A  department  head  talks  or  dic- 
tates to  his  secretary.  And  so  forth.  The  list  cannot  be  exhaustive, 
and  need  not  be. 

The  thing  to  remember  is  that,  after  all,  it  is  the  sales  principle 
that  is  paramount  in  the  majority  of  business  interviews.  The  guid- 
ance laid  down  in  the  preceding  pages  applies.  The  landlord  sells 
the  lease  to  the  tenant.  The  applicant  for  a  position  sells  his  service 
to  the  employer.  The  two  business  associates,  discussing  a  deal, 
either  sell  it  to  themselves  or  refuse  to  do  so.  The  news  reporter 
buys  news  for  his  paper  and  sells  his  paper  to  the  one  interviewed, 
by  means  of  throwing  out  to  him  a  few  salient  points.  And  business 
heads,  of  whatever  line,  talking  to  their  stenographers,  are  impressing 
beliefs  or  selling  ideas  or  asking  questions  that  will  enable  them  to 
form  safe  sales  judgments. 


344  THE  ENGLISH  OF  COMMERCE 


i 


Addresses. — ^Again,  a  foreman  may  address  his  workmen  In  an 
effort  to  sell  them  some  underlying  principle  in  the  policy  of  his  firm. 
One  workman  may  address  his  associates  in  order  to  sell  to  them  the 
union  idea  or  to  incite  them  to  strike.     A  salesman  himself  may  not 
infrequently  be  called  upon  to  sell  to  a  number  of  people,  constituting  ' 
an  audience,  rather  than  to  one  or  two  in  a  private  office.     A  man- 
ager may  call  his  department  heads  or  assistants  together  to  speak  j 
to  them  as  a  group  on  such  subjects  as  schedules,  expansion,  curtail-  ' 
ment,  turnover,  overhead,  or  bonuses.     The  business  man  may  be 
called  upon  to  address  his  associates  at  a  social  affair,  such  as  a  din- 
ner.    He  may  participate  in  civic  functions.     He  may  address  direc-  5 
torates,  meetings,  commissions,  clubs  of  all  sorts.  \ 

Whatever  the  demand  placed  upon  him,  the  speaker  should  have 
a  plan.  He  should  talk  briefly  and  to  the  point.  He  should  begin 
slowly,  even  cautiously,  in  order  to  establish  himself  at  the  outset. 
If  he  ignores  the  principles  of  unity,  emphasis,  and -coherence,  his 
hearers  will  become  restless  and  pay  little  heed  to  what  he  is  saying. 
He  should  play  up  his  audience  and  subordinate  himself.  He  should 
see  to  it  that  his  voice  is  sufficient  to  reach  all,  neither  too  low  nor 
too  loud.  He  should,  in  short,  simply  enlarge  his  personalinterview 
to  the  status  of  a  group  interview. 

PROBLEMS 

1.  You  have  applied  by  letter  for  a  position  as  private  secretary  to  the  advertis- 
ing manager  of  a  department  store.  You  are  called  for  a  personal  interview.  Stage 
this  interview  by  having  a  classmate  act  as  the  manager. 

2.  Imagine  your  classmates  to  be  employees  in  a  large  cotton  mill  or  other  enter- 
prise. Address  them  as  a  co-worker,  urging  them  to  strike.  Urge  higher  wages, 
better  conditions,  shorter  hours,  recreation  facilities,  etc. 

3.  Address  them  as  an  employer,  urging  them  not  to  strike.  Grant  some  of 
their  demands,  but  not  all. 

4.  Make  a  plan  that  will  enable  you  to  meet  one  of  the  following  speaking  situa- 
tions; then  address  your  class  as  if  the  situation  were  really  at  hand: 

— You  are  a  landlord.     Your  tenants  are  angry;  they  want  lower  rents 

and  up-to-date  improvements.     Address  them. 
— You  are  a  manager.     Letters  have  been  coming  in  complaining  of  goods 

or  service  recently  sold.    Call  your  employees  together  and  address 

them. 


THE  BUSINESS  TALK  345 

—You  are  chairman  of  the  Old  Home  Week  Committee.  In  behalf  of 
your  business  associates  in  the  town,  address  the  visitors. 

— ^You  are  a  correspondence  chief  in  a  large  office.  Call  your  employees 
together  and  reprove  them  for  carelessness  in  letter  form  and  impress 
upon  them  the  importance  of  having  the  letters  that  are  sent  out  by 
the  firm  look  well. 

—You  are  an  auto  driver.  Consider  your  classmates  a  group  of  news 
reporters.  Tell  them  all  about  the  accident  that  almost  cost  your 
employer  $10,000  because  you  were  at  first  thought  to  be  responsible. 
Answer  the  reporters'  questions  without  contradicting  yourself. 

5.  Read  the  following  to  your  classmates  just  as  well  as  you  can.  Then  dictate 
it  to  them,  as  if  they  were  stenographers.  Call  upon  one  of  them  to  explain  the 
difference  between  the  reading  and  the  dictation. 

The  mastering  purpose  in  industry  must  be  to  make  and  keep  the  world 
habitable  for  all  mankind.  All  human  relations  in  industry  must  be  based 
on  justice  to  all — employers,  employees,  and  the  public.  Both  employers 
and  employees  must  be  effective  workers,  the  first  supplying  the  means 
and  management  for  producing,  the  second  supplying  producing  ability. 
Maximum  production  of  every  essential  thing  must  be  attained  and  main- 
tained. Productive  activity  must  replace  idleness.  Producing  equip- 
ment must  be  utilized  to  the  utmost.  Living  and  working  conditions  for 
every  one  must  permit  of  maximum  productive  activity  and  highest  per- 
sonal development.  Manufacturing  conservation  must  prevail;  nothing 
shall  be  destroyed,  wasted,  or  misapplied.  No  product  shall  cost  more 
than  what  is  essential  in  time,  materials,  and  human  effort. 

6.  Reproduce  a  business  telephone  conversation.  You  may  be  ordering  goods 
from  a  store  or  talking  with  a  salesman  from  whom  you  have  bought  an  office  desk. 
You  start,  of  course,  by  saying,  "This  is  Mr. speaking."  A  classmate  stand- 
ing at  the  other  end  of  the  room  impersonates  the  person  you  are  talking  to.  Repeat 
your  name  and  address,  if  you  are  ordering  goods,  and  have  the  order  read  back 
to  you.  In  the  second  case,  it  may  be  that  the  rolltop  to  your  desk  is  locked  and 
you  do  not  know  how  to  unlock  it.  Repeat  the  salesman's  instructions  as  you 
receive  them  over  the  telephone. 

SECTION  40 

Dress. — Keep  yourself  neat  and  clean,  if  you  would  win  and 
hold  the  respect  of  business  men.  Dress  so  that  you  will  not  look 
out  of  place  in  your  job.  Do  not  dress  conspicuously;  do  not  dress 
slovenly.  Do  not  be  dandyish;  do  not  be  dowdy.  Remember  that 
the  rich  and  the  reliable  are  plain  dressers;  that  rogues  are  frequently 
loud  dressers.  If  you  are  selling  tractors  to  a  farmer,  do  not  be 
afraid  of  getting  your  clothes  soiled  as  he  shows  you  through  his 


346  THE  ENGLISH  OF  COMMERCE 

stables  and  henneries.  If  you  are  invited  to  dine  at  the  home  of  a 
millionaire  manufacturer,  wear  your  tuxedo  with  taste  and  confi- 
dence. Clean  collars,  clean  cuffs,  clean  boots,  clean  nails,  clean 
teeth,  clean  breath,  creased  trousers,  well-brushed  hats  and  coats, 
are  among  the  most  prominent  trademarks  of  the  gentleman.  But 
do  not  be  afraid  to  get  your  hands  dirty,  to  roll  up  your  sleeves,  to 
put  on  overalls,  if  need  be,  in  order  to  demonstrate  anything  that  a 
prospect  may  be  interested  in. 

All  of  this  advice  would  seem  to  be  a  matter  of  mere  common 
sense.  So  it  is  for  those  possessed  of  that  rare  quality.  If  you  will 
stop  to  think,  you  will  recall  that  your  impressions  of  others,  favor- 
able or  unfavorable,  are  based  to  a  great  extent  upon  the  attention 
they  give  or  fail  to  give  to  these  very  things.  The  most  obvious  things 
in  life  are  really  the  most  important,  but  to  some,  unfortunately, 
they  seem  the  most  obscure  and  trivial. 

Manners. — The  same  is  true  of  good  manners.  They  are  taken 
for  granted;  hence,  bad  manners.  Always  be  polite  and  courteous; 
but  do  not  interpret  politeness  and  courtesy  toward  you  on  the  part 
of  others  to  mean  weakness  or  gullibility.  Do  not  invite  yourself 
to  luncheon  with  a  prospect  who  treats  you  courteously.  Do  not 
interrupt  a  prospect  while  he  is  talking  to  you  and  try  to  supply 
conclusions  to  his  sentences.  He  may  interrupt  you,  whenever  and 
wherever  he  pleases.  Make  no  attempt  to  say  it  all.  Let  him  see 
you  know  it  all,  but  let  him  see  also  that  you  are  able  to  keep  your 
knowledge  in  reserve,  under  restraint.  It  is  the  worst  of  ill  manners 
to  appear  smart.  Such  expressions  as  "You  see,  I've  studied  this 
thing  all  my  life;  you  haven't,"  "I  know  what  I'm  talking  about," 
"You  need  my  advice  before  you  stock  up,"  and  other  such  displays 
of  self-assurance  on  the  part  of  salesmen  are  fatal  violations  of 
courtesy.  Do  not  overstate  or  bluff  or  flatter.  You  cannot  deceive 
anybody  worth  while  by  doing  so.  At  the  same  time,  do  not  under- 
state or  lack  confidence  or  be  apologetic. 

Do  not  chew  gum  or  clean  your  nails  or  pick  your  teeth  in  public. 
Do  not  be  in  a  hurry  to  sit  down  when  you  are  offered  a  chair,  but 
be  seated  with  your  prospect.     If  he  is  obliged  to  answer  the  tele- 


THE  BUSINESS  TALK  347 

phone  and  says,  **  Excuse  me,  please,"  get  up  and  look  out  of  the 
window  or  at  some  picture  on  the  wall  or  at  the  books  in  a  bookcase. 
Do  not  sit  still  and  listen  to  his  conversation  over  the  telephone. 
Answer  any  and  all  questions,  not  because  you  have  to,  but  because 
it  is  a  genuine  pleasure  to  do  so.  Shake  hands  with  vigor,  as  if  every 
finger  were  electrified  with  sincerity.  Do  not  say  "Pleased  to  meet 
you,"  or  "Glad  to  have  made  your  acquaintance."  And  do  not  be 
puzzled  at  recalling  a  man's  face  or  name.  You  must  remember 
names  and  faces  if  you  are  going  to  engage  in  the  business  of  meeting 
and  talking  to  men.  Do  not  believe  people  when  they  tell  you  they 
can  remember  names  but  not  faces,  or  vice  versa.  They  are  simply 
offering  a  lame  excuse  for  mental  and  social  laziness.  Once  you  have 
sold  to  a  man,  do  not  forget  him.  Evince  an  interest  in  him  and  his 
afterward,  whether  or  not  you  ever  expect  to  sell  to  him  again.  Look 
after  the  thing  he  has  bought  of  you.  See  that  it  gives  satisfaction 
before  he  has  an  opportunity  to  make  inquiry  or  to  complain  about 
it.  Never  use  the  term  "Tricks  of  the  trade."  There  are  tricks 
only  in  treachery,  never  in  trade.  Keep  well  and  strong  and  vigor- 
ous; cultivate  safe  habits;  seek  untiringly  to  improve  your  mind. 
Then  the  chances  are  that  you  will  know  how  to  be  a  gentleman 
under  any  conditions. 

Personality. — ^According  to  the  dictionary,  this  word  means 
"that  which  distinguishes  and  characterizes  a  person."  But  the 
antecedent  of  that  is  not  given.  Much  has  been  written  about  the 
word  personality.  Many  efforts  have  been  made  to  define  it  accu- 
rately. No  one,  however,  has  yet  been  able  to  arrive  at  a  compre- 
hensive meaning  of  the  word.  It  defies  the  limitations  of  cut-and- 
dried  definition.  Like  electricity,  it  is  an  undefinable  force  that 
makes  itself  irresistibly  felt,  yet  which  is  so  elusive  and  enigmatic  as 
to  baffle  rules  and  explanations. 

Perhaps  personality  is  the  sum  total  of  dress,  bearing,  manners, 
knowledge,  sincerity,  health,  education,  ancestry,  and  a  number  of 
other  good  qualities.  Perhaps  it  is  the  excessive  evidence  of  one  of 
them.  Perhaps  it  is  none  of  these,  for  some  of  the  most  distinguished- 
looking  people  impress  us  least,  and  some  of  the  most  insignificant- 


348  THE  ENGLISH  OF  COMMERCE 

Mr.  A 
The  man  who  says  that  everybody's  buying 


looking  people  impress  us  most.  It  may  be  an  inner  light  that  radi- 
ates and  expands  from  within  outward.  And  yet,  this  element  of 
personality  in  a  man  evinces  itself  to  some  people  more  than  to 
others,  under  some  conditions  more  than  under  others.  It  may  there- 
fore be  nothing  more  than  the  response  drawn  from  a  person  as  the 
result  of  his  company  or  his  surroundings. 

Whatever  it  may  be,  we  realize  that  it  is  a  valuable  quality  for 
the  business  man,  and  especially  the  salesman.  A  presence  that 
demands  respect  and  attention  is  worth  anybody's  striving  for.  A 
presence  that  is  repulsive  is  at  once  a  dead  moral  and  financial  loss 
to  any  one  unfortunate  enough  to  possess  it. 

Perhaps,  when  you  go  to  a  shop,  you  ask  to  have  a  particular 
person  wait  on  you.  Why?  You  may  give  a  dozen  reasons,  but 
when  they  are  all  summed  up,  this  word  personality  will  cover  them. 


THE  BUSINESS  TALK 


349 


Perhaps,  of  two  salesmen  trying  to  sell  exactly  the  same  thing 
to  the  same  person,  using  the  very  same  talking  points,  one  will  suc- 
:eed  and  the  other  will  not.  Why  ?  Because  of  many  things,  you 
[nay  say.  But  probably  it  was  just  personality  that  accomplished  the 
sale. 

Perhaps,  in  a  convention  hall,  crowded  with  business  men,  all  is 
buzz  and  confusion  until — until  some  quiet,  unassuming  little  man 
enters,  apparently  unobserved.  But  somehow  or  other,  if  he  is  not 
seen  he  is  felt y  and  instantly  the  hall  seems  to  fill  up  with  a  "distin- 
a^uished  presence."  Explain  it  any  way  you  like,  there  is  only  one 
Bvord  for  it — personality. 

It  will  be  well  worth  your  while  to  study  this  element  in  human 
beings  a  great  deal.  Perhaps  some  of  your  classmates  are  "bigger" 
than  others,  though  in  reality  they  are  smaller.     Perhaps  your  teach- 

Mr.  B  .■ 

The  man  who  says  that  nobody  wants  to  buy 


350  THE  ENGLISH   OF   COMMERCE 


ers  afford  interesting  studies  in  personality.  Perhaps  you  can  rea 
the  quality  in  letters  and  books.  Some  one,  greatly  annoyed  by 
trying  to  account  for  it,  has  called  it  perhapsonality.  Another  has 
cut  definition  short  by  calling  it  pepsonality. 


PROBLEMS 

1.  Make  speeches  before  the  class  on  certain  of  the  following  subjects: 

— How  a  girl  should  dress  to  work  in  the  kitchen.  • 

— How  a  girl  should  dress  to  work  in  a  factory. 

— How  a  young  woman  stenographer  should  dress. 

— How  the  manageress  of  a  tea  room  should  dress. 

— How  a  private  secretary  should  dress. 

— How  a  salesman  of  clothing  should  dress. 

— How  a  salesman  of  automobiles  should  dress. 

-How  a  salesman  of  drugs  should  dress. 

—How  a  salesman  of  soda  water  should  dress. 
— How  a  salesman  of  typewriters  should  dress. 

2.  Make  a  speech  before  the  class  in  criticism  of  the  following  excerpts  from  a 
salesman's  talk: 

— "You  need  me.     I  need  you.     Now  let's  get  together," 

— "  I'll  make  this  old  office  of  yours  look  like  a  different  place  in  two  hours." 

— "Why,  Mr.  Prospect,  you're  losing  a  thousand  dollars  a  month,  and 

don't  know  it." 
— "Don't  interrupt  me  now:  I  must  make  this  point  clear  first.'* 
— "Let  me  show  you  how  this  office  ought  to  be  run." 
— "Wait  a  minute.     Don't  rush  me." 

— "You  turn  the  top  thus;  the  slip  falls  out  thus,  and  there  you  are." 
— "Ever  see  anything  like  it?     I  tell  you,  it's  the  best  under  the  sun !" 
— "I  see  you're  using  the  Jones'  system.     Well,  let  me  tell  you,  friend, 

compared  to  mine,  it  is  absolutely  no  good." 
— "  If  you  use  this  one,  you'll  never  use  any  other." 

3.  The  prospect  was  a  very  fastidious  man  about  his  personal  appearance.  He 
had  asked  a  firm  to  send  a  salesman  to  see  him.  The  salesman  was  very  slovenly — 
his  pockets  were  stuffed  full  of  papers,  his  traveling  case  was  shabby,  his  hair  was 
unbrushed,  his  shoes  were  dusty.  Naturally,  no  goods  were  sold.  Tell  your  class- 
mates what  the  prospect  thought  of  this  salesman  and  what  he  did  in  order  to  get 
the  goods  he  needed. 

4.  From  some  story  that  you  have  read,  discuss  before  the  class  a  certain  char- 
acter's personality.  Tell  why  this  character  impresses  you,  what  sort  of  employer 
he  would  make,  what  sort  of  salesman,  and  explain  just  how  you  think  he  would 
act  in  a  given  sales  situation. 


THE   BUSINESS  TALK  351 

5.  In  a  speech  before  the  class  tell  why  Mr.  A  (page  348)  can  sell  goods,  and  why 
Mr.  B  (page  349)  cannot. 

6.  Here  are  the  selling  points  of  this  chapter.  Have  members  of  your  class  use 
them  as  talking  points  in  successive  speeches;  then  vote  to  decide  upon  the  best 
salesman: 

Introduction 

SECTION  34— Voice 

Breathing 

PROBLEMS 

SECTION  35— Pronunciation 
Enunciation 
Punctuation 

PROBLEMS 

SECTION  36— Knowledge 
Interest 
Sincerity 

PROBLEMS 

SECTION  37— The  Prospect 
The  Approach 
The  Plan 

PROBLEMS 

SECTION  38— Unity 

Emphasis 
Coherence 

PROBLEMS 

SECTION  39— Interviews 
Addresses 

PROBLEMS 

SECTION  40— Dress 

Manners 
Personality 

PROBLEMS 


CHAPTER  VIII 

SALES  AND  ADVERTISING  LITERATURE 

She  trotted  about  from  shop  to  shop 
Until  she  was  faint  and  ready  to  drop — 
But  she  might  have  avoided  her  tiresome  jog 
By  simply  consulting  a  catalog. 

Introduction. — The  advertiser's  work  is  not  done  when  he  has! 
prepared  copy  for  placement  in  the  ordinary  mediums  of  publicity. 
Nor  is  the  salesman's  work  done  when  he  has  talked  "sellingly"^ 
about  a  commodity,  in  following  up  such  advertising  copy.  The 
latter  must  reinforce  his  sales  talk  by  all  sorts  and  conditions  ofj 
special  and  direct  advertising  materials  prepared  for  him  by  the 
former.  The  advertising  manager's  inside  job  of  preparing  a  large 
and  varied  amount  of  sales  literature  is  oftentimes  bigger  than  his 
outside  job  of  preparing  and  placing  general  advertising.  The 
appropriation  made  to  its  advertising  department  by  a  large  whole- 
sale or  manufacturing  firm  for  the  issuance  of  special  sales  and  adver- 
tising literature,  often  exceeds  in  amount  that  made  for  so-called 
indirect  advertising  matter.  And  this  is  as  it  should  be.  The  latter 
has  very  much  the  effect  that  the  general  conversation  of  a  man  has 
upon  a  crowd  through  which  he  is  elbowing  a  way.  The  direct  ad- 
vertising matter  talks  directly  to  one  in  the  crowd;  it  can  be  used 
just  where  needed;  it  is  timely  and  confidential  and  personal. 

Many  business  concerns  have  their  own  printing  plants  which 
they  keep  constantly  busy  turning  out  direct  advertising  aids  in 
great  number  and  variety  for  their  sales  forces.  In  addition  to  these 
private  and  special  printing  enterprises,  there  are  in  every  commer- 
cial center  in  the  country  many  print-shops  seventy-five  per  cent  of 
whose  work  is  the  printing  of  sales  literature.  In  New  York  City 
alone  there  are  twenty-seven  hundred  printing  establishments,  cap- 
italized at  sixty-three  million  dollars,  ninety  per  cent  of  whose  out- 
put is  estimated  to  be  business  composition. 

352 


SALES  AND  ADVERTISING  LITERATURE  353 

A  complete  staff  of  business  copy  writers  and  artists  is  necessary 
in  some  mercantile  institutions  for  the  preparation  of  the  direct  ad- 
vertising copy  issued.  In  certain  lines  of  business  the  sales  literature 
constitutes  the  sole  selling  force;  there  are  no  field  men  and  no  counter 
men,  but  only  the  desk  men  who  prepare  sales  messengers  to  go 
out  by  post  and  bring  back  the  orders.  These  posted  messengers 
have  to  combine  advertising,  sales  talk,  display  of  all  kinds,  and 
every  other  sort  of  appeal,  within  the  confines  of  their  pages.  They 
are  the  sales  force.  It  goes  without  saying,  then,  that  they  must 
be  not  only  well  prepared,  but  extraordinarily  prepared.  The  repu- 
tation, as  well  as  the  income  of  a  house,  depends  in  large  measure 
upon  the  tone  and  dignity  and  force  of  the  printed  matter  it  issues 
for  the  purpose  of  assisting  or  taking  the  place  of  live,  alert,  discern- 
ing men  and  women  in  the  field.  Every  printed  word  must  be  clear 
to  a  transparency;  every  sentence  correct  to  a  nicety;  every  para- 
graph concise  to  a  refinement;  every  headline  and  title  and  illustra- 
tion direct  and  purposeful  to  a  perfection.  When  P.  T.  Barnum 
said,  "The  road  to  fortune  is  through  printer's  ink,"  he  was  taking 
for  granted,  of  course,  that  there  should  be  no  jungles  of  inappro- 
priate words  or  indistinct  sentence  construction  or  incoherent  para- 
graphing to  blur  the  ink  and  thus  to  obscure  the  road. 


I 


SECTION  41 


Kinds. — Sales  and  advertising  literature  may  be  roughly  divided 
into  four  groups:  (i)  Booklets,  under  which  heading  is  included 
that  vast  amount  of  printed  matter  loosely  and  variously  called  leaf- 
lets, pamphlets,  folders,  prospectuses,  circulars,  (2)  Catalogs,  (3) 
House  Organs,  (4)  miscellaneous  materials,  such  as  novelties — 
blotters,  calendars,  rulers,  paper  weights,  pads;  parcel  materials — 
bundle  slips,  labels,  wrappers,  special  boxes,  and  envelopes,  etc  ; 
letter  materials — inserts,  stuffers,  ticklers,  letterheadsr.  special  enve- 
lopes, postcards,  announcements,  etc. 

No  hard  and  fast  distinctions  may  be  drawn  among  these  four 
general  divisions.  They  are  classified  in  this  way  chiefly  for  con- 
venience of  study.  A  booklet,  for  instance,  may  be  a  catalog  at  the 
same  time  that  it  contains  matter  of  sufficiently  permanent  value 


354  THE  ENGLISH   OF   COMMERCE 

to  be  an  effective  house  organ  and  a  novelty  as  well.  Again,  an 
envelope  staffer  may  combine  the  features  of  a  folder,  a  catalog,  a 
novelty. 

Purposes. — The  purposes  of  sales  and  advertising  literature  are 
many  and  varied.  It  is  used  to  follow  up  advertising  and  make  it 
concrete.  It  is  used  to  follow  up  purchase  and  retain  good  will.  It 
is  used  as  an  advance  agent  for  salesmanship.  And,  as  pointed  out 
above,  it  sometimes  takes  the  place  of  the  salesman  and  the  general 
advertiser,  of  the  display  window  and  the  sample  case.  It  aims  at 
the  individual.  It  focuses  and  concentrates  advertising;  it  supple- 
ments and  emphasizes  salesmanship. 

Sales  literature  may  be  so  graded  in  composition  and  so  adjusted 
in  distribution  as  to  fit  nicely  into  the  steps  of  the  sales  process  as 
discussed  on  pages  317  and  333.  A  leaflet  inserted  in  a  letter  may 
tickle  the  curiosity  and  attract.  If  this  be  followed  up  with  a  book- 
let, interest  may  be  established,  and  a  catalog  requested.  The  cat- 
alog may  bring  conviction  and  induce  action.  A  bundle  slip  or  a 
wrapper  or  a  novelty  of  some  description,  sent  along  with  the  goods 
purchased,  may  retain  good  will  and  serve  as  a  constant  reminder. 
Such  a  development  in  the  distribution  of  sales  literature  is  by  no 
means  always  the  rule.  It  may  be  by  no  means  usual,  for  such  lit- 
erature is  constructed  to  meet  immediate  requests  and  demands.  It 
must,  therefore,  be  varied  and  elastic  enough  in  its  construction  to 
be  adaptable  to  a  multitude  of  situations  at  a  moment's  notice.  But 
such  a  follow-up  plan  as  this  just  suggested  has  great  possibilities, 
as  has  been  proved  again  and  again  by  business  establishments  that 
have  used  it. 

PROBLEMS 

1.  Samples  of  sales  literature  of  diflferent  kinds  are  to  be  found  in  every  home 
and  in  every  school.  Classify  those  that  come  under  your  notice  according  to  the 
classification  given  above. 

2.  Take  some  sample  of  sales  literature  and,  in  the  light  of  Chapters  6  and  7, 
tell  what  advertising  and  sales  appeals  it  makes.  In  what  respects  is  it  distinctive 
or  individual  ? 

3.  Study  an  advertisement  of  athletic  or  other  goods  and  compare  Its  strength  of 
appeal  to  you  with  that  of  a  booklet  or  catalog  advertising  the  same  kind  of  goods. 

4.  Classify  the  advertising  and  sales  publications  of  your  school  or  of  your 


SALES  AND  ADVERTISING  LITERATURE  355 

father's  business  according  to  the  grouping  made  above.     Show  that  each  type  of 
publication  may  be  made  to  serve  a  particular  purpose. 

5.  Your  school  paper  is  to  be  issued  ten  days  from  date.  Prepare  four  or  five 
announcements  of  this  event.  Let  the  first  one  be  brief,  the  second  a  little  longer, 
the  third  still  longer.  One  of  the  announcements  should  explain  the  table  of  con- 
tents.    Price  and  inducement  should  be  given  late  in  the  series. 

6.  As  in  (5)  prepare  a  series  of  announcements  for  a  ball  game,  a  field  day,  a  club 
entertainment,  and  other  school  events.  Show  how  the  series  prepared  for  one  of 
these  needs  to  be  different  from  another. 


SECTION  42 

Booklets. — The  dictionary  will  give  you  special  definitions  for 
each  of  the  types  of  sales  literature  that  are  considered  under  this 
heading — leaflets,  pamphlets,  folders,  prospectuses,  circulars.  The 
names  are  used  almost  interchangeably  in  business.  It  is  clear,  how- 
ever, that  leaflet  indicates  a  form  smaller  than  pamphlet,  and  pamphlet 
a  form  smaller  than  booklet.  Folder  connotes  a  form  that  is  made 
up  like  a  timetable,  capable  of  unfolding  so  that  all  or  most  of  the 
contents  may  be  seen  at  one  view.  Prospectus  originally  meant  the 
presentation  of  a  plan  in  summary  or  outline  by  means  of  writing, 
picturing,  and  charting,  such  as  an  exposition  of  a  real  estate  devel- 
opment. Circular  is  sometimes  used  to  indicate  a  condensed  state- 
ment or  description  conveniently  constructed  for  widespread  circu- 
lation. But  there  is  no  established  standard  size  for  any  of  these 
forms.  All  may  be  small  enough  to  mail  in  the  ordinary  letter  enve- 
lope. Some — booklets,  folders,  prospectuses — usually  require  special 
envelopes  or  wrappers.  Nor  is  there  any  cut-and-dried  rule  as  to 
the  make-up  and  content  of  booklets.  Differences  among  them 
reflect  differences  among  commodities  advertised  and  house  policies. 
The  circular  issued  by  a  banking  house  is  usually  severely  dignified, 
without  illustration  or  display  of  any  kind.  That  of  a  real  estate  or 
automobile,  firm,  on  the  other  hand,  abounds  as  a  rule  in  attractive 
pictures  and  decoration  and  type  variation.  Color  distinguishes  the 
folder  that  advertises  paints;  line  drawings  and  diagrams  characterize 
the  prospectus  that  advertises  new  inventions  or  improvements  on 
established  commodities. 

It  is  the  business  of  every  one  of  these  to  make  clear,  to  make 


356  THE  ENGLISH  OF   COMMERCE 

attractive,  to  make  desirable,  the  particular  thing  or  things  it  treats 
of.  All  of  the  devices  used  in  advertising  copy  for  securing  effects 
may  be  applied  to  the  construction  of  sales  literature.  Type  dis- 
play,- balance  and  harmony  in  make-up,  convenience  and  striking- 
ness  in  form,  illustration,  border  display,  and  the  rest,  are  all  essential 
aids.  The  more  pretentious  forms — large  booklets  and  folders — 
should  be  provided  with  tables  of  contents  or  indexes.  Titles  should 
be  brief,  but  they  should  have  attention-getting  value.  The  make-up 
should  be  frequently  broken  by  headlines  and  illustrations.  Both 
headlines  and  illustrations  should  have  an  obvious  bearing  upon  the 
popular  description  and  explanation  that  accompany  them.  Head- 
lines, so  inserted  as  to  break  the  printed  matter,  or  placed  on  the 
margin  as  summarizing  comment,  should  connect  definitely  with  the 
title  of  the  booklet  and  should  tell  a  coherent  story  in  themselves,  so 
that  by  reading  them  alone  the  prospect  may  be  enabled  to  under- 
stand in  part,  and  stimulated  to  desire  more.  So  arranged,  they  are 
called  running  headlines.  They  should  be  printed  in  heavier,  perhaps 
more  decorative  type,  than  other  matter,  and  they  should  be  kept 
short.     (See  page  129.) 

niustrations  should  have  captions  that  connect  with  the  head- 
lines and  with  the  write-up.  The  most  profitable  illustrations  are 
those  that  picture  the  actual  commodity.  Those  of  remote  interest 
to  the  commodity,  used  for  attraction  only,  are  of  questionable 
value,  niustrations  in  color  emphasize  the  attractiveness  of  a 
publication,  especially  if  they  are  artistically  shaped  and  placed. 
The  square  or  oblong  picture  placed  always  at  the  top  of  a  page 
becomes  monotonous.  Irregularly  shaped  pictures  placed  now  in 
one  position,  now  in  another,  on  a  page  secure  a  variety  to  make-up 
that  impresses  the  average  prospect.  Illustration  panels  or  L's 
should  be  placed  on  outside  margins  of  pages  as  a  sort  of  finishing  or 
enclosing  decoration.  And,  as  in  the  case  of  advertising  copy,  their 
lines  should  be  focused  inward  or  toward  the  copy,  never  outward. 

Sales  literature  copy  is  prepared,  as  advertising  copy  is,  by  means 
of  layouts.  The  final  layout,  the  one  to  be  sent  to  the  printer,  is 
called  the  dummy.  This  should  be  clear  and  complete  in  every 
detail  in  order  that  the  printer  may  have  the  least  possible  correction 
to  make  when  proofs  are  returned  to  him. 


SALES  AND  ADVERTISING  LITERATURE 
An  interesting  excerpt  from  an  advertising  booklet 


357 


J^xJcZSXL^  to  Uf^i^ /9-<^cto:$>Aj9rsSu 


There  are  no  foolish  gewgaws,  no  so- 
called  "talking  point"  attachments  on 
The  Dictaphone  to  complicate  and  in- 
terfere with  its  perfect  operation  and 
lessen  its  efficiency.  The  Dictaphone  is 
simplicity  itself,  in  design,  construction, 
and  operation.    The  reduction  of  parts 


to  the  smallest  number  consistent  with 
efficiency  and  durability  means  economy 
of  maintenance,  less  liability  to  derange- 
ment, fewer  repair  bills,  longer  life,  and 
the  certainty  that  the  machine  is  ready  for 
use  when'  it  is  wanted.  There  is  proved 
utility  and  need  behind  every  device  on  The 
Dictaphone,  and  every  device  is  built  in  as 
an  integral  part.  When  you  install  The 
Dictaphone  to  handle  the  correspondence  in 


your  office,  you  do  far  more  than  buy 
so  many  dollars'  worth  of  machinery  and 
equipment.  You  install  a  system  by 
which  your  correspondence  can  be  han- 
dled most  conveniently,  most  economi- 
cally, and  with  vastly  greater  expedition 
than  by  the  short-hand  system. 


Nil 

Ill  H 

m 

^^^^^^S^^^s 

■1 

re.l 


358  THE  ENGLISH  OF  COMMERCE 

Catalogs. — Catalogs  are  usually  more  formal  and  conventional 
than  the  above-mentioned  types  of  sales  and  advertising  literature. 
Descriptions  and  explanations  contained  in  them  are  more  technics 
and  less  popular  than  those  in  booklets.  They  presuppose  the  prece- 
dence of  inspirational  literature  and,  as  a  consequence,  usually  con- 
tain price  lists  and  forms  for  placing  orders  and  completing  sales. 
Booklets  may  also  contain  price  lists,  but  sales  machinery  is  not,  as 
a  rule,  emphasized  in  them  as  it  is  in  catalogs.  A  certain  reference 
value  attaches  to  catalogs  that  makes  them  a  more  appealing  form 
of  literature  than  the  other  kinds.  Like  booklets,  they  may  also  be 
made  sufficiently  ornamental  to  assure  a  longer  sojourn  on  the  library 
table  or  the  office  desk. 

The  catalog  is  the  principal  vehicle  of  mail  order  advertising  and 
selling.  In  connection  with  such  selling  it  comes  into  its  fullest  pos- 
sibilities. Practically  every  large  retail  store  conducts  a  mail  order 
department  and  issues  sales  and  advertising  literature  that  pertains 
especially  to  this  branch  of  the  business.  Large  mail  order  establish- 
ments depend  entirely  upon  their  sales  and  advertising  literature  foi 
their  business,  and  especially  upon  the  catalog.  The  great  impor- 
tance of  the  make-up  and  composition  of  a  mail  order  catalog  be- 
comes impressive  when  it  is  considered  that  the  largest  mail  ordei 
house  in  the  United  States — Sears,  Roebuck  and  Company,  of  Chi- 
cago— receives  from  ninety  thousand  to  one  hundred  eighty  thou- 
sand letters  daily;  sends  out  sixty-five  million  big  catalogs,  special 
sales  books,  and  special  catalogs  in  a  year;  maintains  a  force  of  three 
hundred  compositors  in  the  largest  private  print-shop  in  the  coun- 
try, where  more  than  three  and  a  half  tons  of  ink  and  more  than 
five  carloads  of  paper  are  used  every  day  in  the  manufacture  of  sales 
literature;  employs  in  all  nearly  forty  thousand  people  to  prepare  and 
distribute  the  merchandise  described  in  sales  booklets  and  catalogs, 
and  sells  and  delivers  by  means  of  freight,  express,  and  mails  every 
imaginable  article  of  merchandise,  from  a  knitting  needle  to  a  piano 
or  a  cream  separator. 

The  mail  order  catalog  must  say  much  in  the  briefest,  most  cor- 
rect language  possible,  for  upon  its  clearness  and  accuracy  depend 
orders  amounting  to  hundreds  of  thousands  of  dollars.  It  is  almost 
the  sole  guide  to  purchasing  among  large  numbers  of  people  who  are 


SALES  AND  ADVERTISING  LITERATURE  359 

economical,  only  fairly  well  educated,  and  extremely  insistent  upon 
getting  their  money's  worth.  It  must  not  be  written  above  their 
heads.  It  must  be  sufficiently  compact  to  tell  the  whole  sales  story, 
or  sufficiently  suggestive  to  inspire  inquiry.  The  copy  of  a  mail 
order  catalog  may  well  be  built  up  to  a  very  large  extent  upon  the 
contents  of  the  thousands  of  letters  received  from  prosf)ects.  Prop- 
erly analyzed,  these  letters  constitute  the  surest  possible  guide  for 
the  direction  of  catalog  appeal.  Mail  order  houses  issue  not  only 
big  or  general  catalogs  that  are  fairly  inclusive  of  their  whole  enter- 
prise, but  special  catalogs  as  well,  that  deal  with  individual  commodi- 
ties or  classes  of  related  commodities.  In  addition,  they  employ 
every  other  form  of  sales  and  advertising  literature  for  special  sea- 
sons, special  localities,  special  offers,  and  so  forth.  There  are  also 
mail  order  papers  widely  distributed  throughout  rural  sections  of 
the  country  and  supported  entirely  by  mail  order  advertising.  These 
have  in  times  past  been  the  means  of  victimizing  credulous  suspects,  but 
the  new  era  in  advertising  ethics  (see  page  317)  has  perhaps  brought 
about  greater  reforms  in  these  mediums  than  in  any  others.  Mail 
order  advertising  is  now  as  honest  and  as  trustworthy  as  any  other  kind. 
Connected  and  continuous  headlining  is  desirable  in  catalogs, 
and  color  illustration  is  proved  profitable  as  well  as  attractive.  Form, 
line,  and  shape  of  commodities  can  be  shown  by  use  of  black  and 
white,  but  natural  color  is  needed  to  make  the  commodity  look  as 
nearly  real  as  possible.  It  is  estimated  that  a  mail  order  catalog 
printed  in  colors  has  fifteen  times  the  drawing  power  of  one  printed 
only  in  black  and  white.  Large  catalogs  should  make  use  of  every 
possible  device  for  facilitating  quick  and  easy  location  of  contents. 
This  can  be  done  by  means  of  much  cross  indexing,  by  elaborate 
tables  of  contents  at  the  front  of  the  catalog  and  at  those  places 
where  classes  of  matter  are  partitioned  off  from  one  another.  Com- 
modities may  be  arranged  in  alphabetical  order  from  one  end  to  the 
other,  or  they  may  be  grouped  according  to  classification  as  to  sea- 
son or  locality  or  department.  Some  of  the  most  successful  cata- 
logers  arrange  the  contents  of  a  sales  catalog  according  to  the  depart- 
ments of  a  large  department  store,  and  separate  the  various  depart- 
ments one  from  another  by  means  of  heavy,  profusely  decorated 
partition  pages. 


36o 


THE  ENGLISH  OF  COMMERCE 


Study  carefully  the  excerpt  below,  from  the  catalog  of  a  mail 
order  house,  and  the  one  on  the  next  page,  from  the  booklet  catalog 
of  a  manufacturing  concern: 


Quadruple  tn 
extension  nickel 
plated  ball  bear- 
ing roller  skates  with  self  contained  ball  bear- 
ing wheels.  Rubber  cushions.  Very  strong; 
can  be  used  for  sidewalk  or  rink  purposes. 
Have  strong  web  straps  and  buckles.  Extend 
to  fit  shoes  7%  to  11  In.  Shpg.  wt.,  5  lbs. 
6R4854~Men^$  and  Boys'  Skates. 

Price,   POT  pair $l.80 

6R4855— Girls'    Skates,    as   above, 
with    bisb    leather    heel    cap    and    leather 

straps.     PWce.  per  pair $1.92 

^6R4856'— Self  contained    Rolls   as  on 
above  skates.    Shpg.  wt.  5  oz.    Each. . . .  I  2o 


Extra  strong  construction.  For 
sidewalk  or  rink.  Made  with 
double  truss  brace,  heavy  stock, 
rubber  cushions  at  front  and 
rear  axles,  extra  large  %-lnch 
ball  bearings,  casehardened 
braces.  Ball  bearings  and  cones 
are  Inclosed  and  cannot  come 
out,  require  no  adjusting,  run 
without  friction  or  wedging  and 
are  self-cleaning.  Sizes,  8  to 
11%  inches.  State  size. 
ping  weight,  per  pair,  5%  lbs. 

6R4832— Moil's  Skates.    ^^ 

Price,    per  pair $2.38 

6R4833— Women's  Skates. 
with  high  leather  heel  band. 
Price,   per  pair $2.40 


Sears,  Rqelbuck  atid  Cow 

Cliicaifd 


House  Organs. — An  organ  was  defined  by  James  Gordon  Ben- 
nett as  "a  daily  pamphlet  published  in  the  interest  of  some  party, 
or  persons,  or  some  agitation."  House  or  plant  organs  are  not  issued 
daily,  as  a  rule.  But  monthly  or  weekly  many  houses  do  issue  a 
publication  in  the  interests  of  their  business  and  their  employees. 
This  may  be  a  small  magazine  telling  of  changes  and  activities  within 
the  organization,  containing  personal  and  social  notes,  making  val- 
uable suggestions  to  salesmen  and  dealers,  linking  all  forces  of  an 
organization  into  closer  fellowship,  and  at  the  same  time  enlivening 
business  spirit  and  creating  new  business.  It  may  be  almost  wholly 
an  inspirational  periodical,  furnishing  information  about  the  latest 
developments  in  the  field  of  the  business  concerned  and  in  allied 
fields,  and  presenting  articles  by  business  leaders.  It  may  be  pub- 
lished by  the  employees  themselves,  co-operatively  organized.  It 
may  be  published  by  the  firm  through  a  staff  appointed  from  among 
the  employees.     It  may  be  published  by  the  executive  or  managerial 


SALES  AND  ADVERTISING  LITERATURE  361 


THE   PANORAM   KODAKS 

1  HE  Panoram  Kodak  does  a  special  kind  of  work — a  very 
desirable  kind  of  work  which  cannot  be  done  with  a  camera  of 
any  other  type. 

As  its  name  implies,  it  is  constructed  so  as  to  take  panoramic 
pictures  of  outdoor  groups,  landscapes,  mountain  views,  and 
the  like. 

Panoram  Kodaks  use  the  regular  daylight  loading  N.  C.  Kodak 
film ;  they  are  carefully  made,  have  genuine  leather  coverings 
and  nickled  fittings. 

The  No.  1  has  a  scope  of  112  degrees,  while  the  No.  4 
embraces  an  angle  of  142  degrees.  Panoram  Kodaks  cannot  be 
used  successfully  indoors. 

UCtdtlS  For  rectangular  pictures.  No.  1,  i}/ix7  inches;  No.  4,  3^ 
X  12  inches.  Capacity,  No.  1,  6  exposures;  No.  4,  4  exposures  without 
reloading.  Size  of  Kodak,  No.  1,  3^  x  4^  x  7^  inches;  No.  4,  4^  x  5^ 
X  lOj^  inches.  Weight,  No.  1,  24  ounces;  No.  4,  46  ounces.  Lenses, 
specially  selected  as  to  quality  and  focal  length.  Shutter,  Panoram.  Two 
tripod  sockets.  Brilliant  finder  with  hood.  No.  1  uses  No.  F.  P.  Kodak; 
No.  4,  B.  E.  Fihn  Cartridges,  No.  4. 

Prices  No.  1    No.  4 

Panoram  Kodak $13.50  $22.50 

Black  Sole  Leather  Carrying  Case,  with  shoulder  strap  .  4.50  6.00 
N.  C.  Film  Cartridge,  No.  1,  6  exposures,  2J^  x  7  (No.  105); 

No.  4,  4  exposures,  33^  x  12  (No.  103) 40  .75 

Ditto,  3  exposures .20 

Ditto,  2  exposures .45 


362  THE  ENGLISH  OF  COMMERCE 

officers  of  a  firm  for  the  purpose  of  knitting  agents,  dealers,  salesmen, 
chain  shop  managers,  and  others  into  a  closer  and  more  congenial 
co-operation.  Again,  the  house  organ  may  be  issued  exclusively  for 
those  connected  with  a  firm,  having  only  such  reading  matter  as 
they  would  fully  understand  and  be  benefited  by.  It  may  be  issued 
in  special  sections — one  for  the  men  in  the  field;  one  for  dealers;  one 
for  those  in  the  home  or  central  offices.  It  may  be  so  constructed 
as  to  serve  both  the  employee  and  the  prospect,  and  to  act  as  a  sort 
of  intermediary  between  them. 

A  study  of  the  plant  organs  of  different  firms  will  reveal  interest- 
ing information  to  the  student.     They  are  almost  invariably  bright 
and  snappy  in  make-up,  informing  in  content,  clever  in  appeal.     The . 
cut  on  the  following  page  presents  in  composite  the  titles  of  some  of 
the  most  widely  distributed  house  organs  in  the  United  States. 

PROBLEMS 

1.  Construct  a  booklet  to  advertise  your  school,  its  special  activities  and  oppor- 
tunities. Indicate  in  your  dummy  just  where  illustrations  are  to  be  used,  and 
what  they  are  to  be. 

2.  Construct  an  Illustrated  catalog  to  advertise  the  diflFerent  textbooks  you 
study.  Make  your  descriptions  exact,  quote  prices  for  different  bindings,  enumerate 
salient  values  of  each  book  for  different  classes  of  prospects. 

3.  Suppose  your  father  to  be  desirous  of  selling  his  house.  Construct  a  booklet 
that  will  help  in  advertising  the  property.  Make  use  of  both  human-interest  and 
reason-why  appeals. 

4.  Make  the  dummy  for  a  booklet  you  would  publish  If  you  were  a  manufacturer 
of  some  special  commodity,  such  as  sweaters,  pencils,  blouses,  sleds,  motorcycles. 
Indicate  headlining,  illustration,  type  variation,  and  other  display  devices  you 
would  use. 

5.  The  members  of  your  class  have  organized,  let  us  say.  In  order  to  manage  a 
co-operative  movement  to  secure  positions  for  all  upon  graduation.  Construct  the 
booklet  to  be  issued,  consisting  perhaps  of  a  brief  write-up  of  each  pupil  or  of  groups 
of  pupils,  explaining  what  has  been  studied,  the  length  of  the  course,  Its  special  aims 
by  way  of  preparing  pupils  for  business,  and  so  forth. 

6.  What  would  you  consider  an  appropriate  table  of  contents  for  a  school  organ 
to  be  issued  and  read  by  pupils  only?     Of  a  school  organ  that  made  its  appeal  to  , 
teachers  and  parents  as  well  as  pupils?    Study  the  contents  of  house  organs  that  j 
you  can  obtain  and  use  them  as  far  as  possible  as  guides. 

7.  Show,  by  means  of  layout,  how  the  booklet  you  prepare  for  the  school  bank 


•  & 


O 


363 


364  THE  ENGLISH  OF  COMMERCE 

or  the  general  organization  would  differ  from  the  one  you  prepare  for  a  lawn  f^te 
or  a  church  festival.  j 

8.  Prepare  the  dummy  for  a  folder  that  opens  like  a  time-table,  to  advertise  a' 
tract  of  building  lots.  Let  a  broad  parkway  or  boulevard  be  the  central  attraction 
or  principal  advertising  point,  and  arrange  your  copy  so  that  a  bird's-eye  view  may 
be  had,  not  only  of  the  tract  in  which  the  lots  are  located,  but  of  the  surrounding 
country  as  well. 

9.  You  are  particularly  interested  in  a  special  course  of  study  or  a  certain  subject 
and  would  like  to  see  more  pupils  interested  in  it.  Prepare  a  booklet  that  will  induce 
them  to  take  the.  work.  Play  up  the  principal  advantages  both  before  and  after 
graduation.     Shall  the  booklet  be  illustrated  ? 

10.  If  you  were  preparing  a  sales  catalog  for  rugs,  automobiles,  paintings,  mil- 
linery, silks,  Scotch  plaids,  artificial  flowers,  and  the  like,  would  you  use  color  illus- 
trations, or  black  and  white  only?  Explain  your  answer  fully.  Name  other  com- 
modities that  do  or  do  not  demand  color  treatment  in  cataloging. 


SECTION  43 

The  Letter. — There  are  so  many  varieties  of  sales  and  advertis- 
ing literature  identified  with  the  letter  and  with  mailing  processes 
that  no  atternpt  can  be  made  to  include  them  all  here.  The  letter- 
head (see  page  155)  may  contain,  in  addition  to  firm  name  and  address, 
a  certain  amount  of  well-phrased  advertising  matter.  This  is  some- 
times printed  in  two  colors  and  sometimes  extended  down  one  side 
or  both  sides  of  the  paper.  The  latter  is  extreme,  however,  and  not 
to  be  recommended.  Some  firms  vary  their  letterheads  according 
to  departments.  Some  change  the  wording  in  them  with  every  three 
or  four  hundred  impressions.  A  bright  motto  may  be  carried  at  the 
bottom  of  the  sheet  or  a  clever  illustration  at  the  top.  "Between 
ourselves"  is  the  phrase  that  stands  out  in  some  of  the  letterheads 
of  the  Marietta  Paint  and  Color  Company.  It  is  better  to  use  the 
back  of  the  envelope,  rather  than  the  face  of  it,  for  advertising,  inas- 
much as  printing  to  any  great  extent  on  the  face  is  likely  to  crowd 
out  or  submerge  the  address.  However,  both  sides  are  sometimes 
used  for  the  statement  of  a  trade  name  or  slogan,  together  with  brief 
description  or  explanation. 

Testimonial  copy,  that  is,  a  collection  of  excerpts  in  commenda- 
tion of  a  firm  or  the  commodity  it  handles,  is  frequently  distributed 
by  letter  for  advertising  and  sales  purposes.  Such  copy  is  sometimes 
printed,  sometimes  reproduced  in  facsimile,  sometimes  accompanied 


SALES  AND  ADVERTISING  LITERATURE  365 

with  a  photograph  of  the  one  giving  the  testimonial,  especially  if  he 
is  a  person  of  prominence.  Again,  the  insert  may  be  a  tickler — some 
device  or  other  to  excite  curiosity.  It  may  be  a  price  list,  an  an- 
nouncement of  some  special  opportunity,  or  a  motto.  It  may  be 
a  folder  or  larger  form,  called  in  the  slang  of  mailing  departments  an 
"envelope  stuffer."  The  matter  on  an  insert  should  never  be  crowded ; 
the  important  words  and  phrases  should  be  played  up  by  means  of 
special  type;  it  should  be  attractive.  Color  is  much  used  for  inserts, 
and  is  sometimes  made  the  agent  of  tallying  up  results  among  pros- 
pects or  communities  or  offerings — pink,  for  instance,  may  be  used 
in  one  community;  yellow  for  a  certain  commodity;  gray  for  a  special 
sale.  When  this  is  done,  the  insert  is  often  made  out  in  form  of  a 
ticket  or  coupon  to  be  exchanged  for  something  on  presentation.  It 
is  thus  made  to  serve  both  as  inducement  and  as  automatic  test. 
Return  postcards  are  frequently  used  in  the  same  way.  They  afford 
space  to  be  filled  out  in  order  to  signify  some  preference  or  make 
some  selection.  Or  the  plain  postcard  is  used  as  an  insert,  not  infre- 
quently stamped  and  addressed. 

Announcements  are  sometimes  written  in  formal  style  (see  those 
on  page  369).  Sometimes  they  are  in  the  form  of  small  advertise- 
ments, with  type  display  and  drawings.  The  latter  style  requires 
skill  in  the  playing  up  of  certain  words  and  phrases.  The  emphasis 
must  always  be  brought  to  bear  where  it  belongs.  If  it  is  announce- 
ment of  removal,  the  salients  are  the  address  from  and  the  address  to. 
If  it  is  announcement  of  opening,  when,  where,  what  is  to  be  exhibited 
are  the  essentials.  If  you  are  preparing  the  announcement  for  a 
game,  fix  first  of  all  the  advertising  or  sales  points.  If  it  is  the  last 
game  of  the  season,  feature  that  fact.  If  it  is  the  final  and  telling 
game  in  a  series,  play  up  that  fact.  If  there  has  been  a  reduction  in 
admission,  then  secure  the  emphasis  on  that.  Do  not  draw  up  your 
announcement  haphazardly,  writing  a  word  large  here  and  a  word 
small  there,  without  regard  to  their  relative  importance.  Of  course, 
the  minor  parts  of  speech,  such  as  articles,  prepositions,  conjunctions, 
should  be  subordinated,  but  so  also  should  many  of  the  more  impor- 
tant words.  It  is  only  by  analyzing  the  situation  beforehand  that 
you  can  discover  which  words  deserve  to  be  brought  out  boldly. 
Most  announcements  are  written  too  hastily  and  without  proper 
regard  for  the  assortment  of  points  and  ideas.     Observe  the  following: 


366 


Right 


THE  ENGLISH  OF  COMMERCE 

Wrong 


LAST  GAME 

Tickets 

250 

of  the 

SERIES 

For  the  Last  Game 

YOU  CAN'T  AFFORD  TO 

of  the  Series 

MISS  IT 

BUY  THEM  NOW 

Tickets 

You  can't 

iSt 

aford  to 

NOW 

miss  it 

Rate  cards  give  the  rates  of  advertising  space  in  various  publica- 
tions. They  usually  indicate  increased  charge  for  preferred  spaces, 
such  as  outside  and  inside  covers  of  a  monthly  magazine  or  the  mid- 
dle pages  of  certain  weeklies.  Reductions  are  indicated  for  continu- 
ous advertising  and  for  especially  large  spaces.  Changes  in  rates  are 
made  from  time  to  time  to  meet  fluctuating  costs  of  production. 
The  following  examples  are  typical: 


SCRIBNERS 
MAGAZINE 


GENERAL 
ADVERTISING    RATES 


$250.00 

125.00 

62.50 

31  25 

1.50 


One  Page.  224  lines  . 
Half  Page.  I  12  lines  . 
Quarter  Page.  56  lines 
Eighth  Page.  28  tines 
Less  than  H  page,  per  line  1 

Minimum  space  accepted    7  lines 

CASH  DISCOUNT  of  3%  allowed  on  all  bills 
tettl0d  betbn  tht  •n<l  of  the  month  In  which  the  bill 
IS  rendered 

rORMS  CLOSE  Mm  tat  of  tha  montli  oraeadlng  data 
•f  puMleatlon. 

/iDVERTISlNG    DEPARTMENT 

SCRIBNER'S    (V1A.GA.ZINE: 

Fifth  Avenue  at  48th  Streei,  New  York 

Wcttern  Office    MS  South  Oearbora  Sireei.  Chicaf  o 

Oepi  or  Ihe  Ptafic  Coui     Vin  Nuys  Buildioc  Los  Anteles.  Cal. 


R^^  Bfen^  Magazine 

(GstabUsticd  1906) 

Grculation  150,000  net 

(Monttily  Average) 

GUARANTEED    OR    REBATE 


DISPLAY  RATES 

One  Page,  one  time  (224  lines)  *  $150.00 

HaU  Page,  ooe  time  (112  lines)  -  75.00 

Quarter  Page,  one  time  (56  lines)  -  37.50 

Eighth  Page,  one  time  (28  Unei)  -  18.75 

One  Inch,  one  time  (14  lines)    -  -  9.38 

Varying  space  charjred  for  at  the  rate  of  $.67 
per  airate  line  Miuimuia  apace,  one.half 
ificb(7agate  lines). 

No  discount  for  Ume  or  space. 

K  discount  of  jfi  for  payment  on  or  before  zo\tig 
to  press. 
Size  of  page.  5M  x &      Width  of  colnmo,  7H- 

CLOSING  DATE 

Forms  close  the  l8ih  of  the  second  month  preced- 
ing date;  thus  ;  October  18th  for  last  forms  December 
issue     On  sale  November  loth. 

Contracu  at  these  rates  will  not  be  accepted  for 
more  than  one  year. 

This  rate  card  in  effect  with  the  January,  igi.?. 
issue.    This  cancels  all  previous  cards. 

THE   PRANK  A.  MUNSBY  COMPANY 
175  Fihh  Avenue.   New  York 


Commercial  National  Bank  Building 
CHICAGO 


Old  Soolb  Buildins 
BOSTON 


SALES  AND  ADVERTISING  LITERATURE  367 

The  Parcel. — Branded  goods  are  wrapped  in  parcels  that  bear 
upon  them  characteristic  advertising  of  the  firm  that  manufactures 
them.  These  consist  of  the  firm  name,  the  trade-mark,  the  name  of 
the  commodity,  perhaps  a  picture  of  it,  and  very  often  a  guarantee. 
Attractive  sHps  are  oftentimes  furnished  to  retailers  by  manufacturers 
or  wholesalers,  to  be  inserted  in  a  parcel  when  it  is  wrapped.  These 
are  called  bundle  slips  or  inserts.  Specially  made  boxes  for  the 
delivery  of  goods  have  come  to  be  little  masterpieces  in  artistic  design 
and  dignified  lettering.  They  enforce  preservation  by  their  very 
make-up  and  thus  have  permanent  advertising  value. 

A  small  shop,  such  as  a  haberdashery,  will  carry  a  series  of 
envelopes  or  folders  each  bearing  copy  of  a  kind  of  stock  carried.  One 
set  of  envelopes,  for  instance,  may  bear  this  line,  "Go  to  Weber's  for 
the  finest  silk  hose";  another  set  this,  "Men's  high-grade  gloves  at 
Weber's";  still  another  set  this,  "Cravats  of  the  latest  patterns  at 
Weber's";  and  so  forth.  The  customer  who  purchases  handkerchiefs 
will  take  them  home  in  an  envelope  advertising  shirts;  the  customer 
buying  pajamas  will  find  them  delivered  in  a  box  or  wrapper  adver- 
tising underwear.  There  is,  therefore,  an  endless  chain  system  of 
advertising  through  the  medium  of  envelope  or  box  or  wrapper, 
unless,  of  course,  some  stupid  clerk  breaks  the  chain  by  putting  gloves 
into  an  envelope  advertising  gloves. 

The  Novelty. — The  most  widely-used  novelties  are  probably 
the  calendar,  the  blotter,  the  fan.  But  pencils,  pens,  rulers,  inkwells, 
thermometers,  paper  weights,  corkscrews,  and  a  host  of  other  small 
articles  are  also  used  as  novelties.  A  miniature  of  some  article  pur- 
chased, and  folders  and  inserts  made  in  unique  shapes,  may  also  be 
mentioned  as  novelties.  The  novelty  should  have  one  of  three 
qualities — attractiveness,  uniqueness,  usefulness.  If  all  three  can  be 
combined,  so  much  the  better.  A  summer  resort  issues  its  prospec- 
tus in  shape  and  color  of  a  beautiful  maple  tree.  This  makes  it  both 
unique  and  attractive.  In  the  middle  it  pictures  a  timetable  by 
showing  the  trains,  marked  with  the  time  at  which  they  leave  the 
hot  city  and  the  time  at  which  they  arrive  at  the  cool,  comfortable 
summer  resort.  This  makes  it  useful.  Novelty  bookmarks  and 
novelty  calendars,  to  mention  but  two  common  forms,  usually  also 
possess  all  three  of  these  appeals. 


368  THE  ENGLISH  OF   COMMERCE 

Novelty  copy  is  kept  at  a  minimum.  It  usually  consists  of  the 
firm  name  and  address  only.  Sometimes  a  trade-mark  or  slogan  is 
added;  sometimes  "Thank  you"  is  used  on  it;  occasionally  a  firm 
hands  out  a  novelty  with  no  mark  at  all  on  it,  and  this  may  be  espe- 
cially profitable  if  the  novelty  is  highly  ornamental.  Sometimes  a 
brief  sales  story  is  outlined — a  device  that  has  been  employed  with 
excellent  results  on  a  calendar.  It  hangs  before  the  prospect  every 
day  for  a  month.  He  glances  at  it  often.  When  he  tears  off  May, 
there  stands  June  with  another  brief  story  outlined,  and  so  on  through-  ; 
out  the  year.  There  could  be  no  more  effective,  economical,  and 
persistent  novelty  appeal  than  this. 

Novelties  follow  sales,  as  a  rule,  with  the  purpose  of  retaining 
good  will.  Some  firms  have  used  them  with  success  in  collecting 
difficult  bills,  though  this  policy  is  perhaps  not  to  be  commended. 
Novelties  do  not  have  to  make  any  deliberate  appeal,  other  than  the 
one  that  is  made  by  their  own  intrinsic  values.  They  may  be  adapted 
to  season  and  to  locality.  Great  tact  and  care  should  be  exercised 
in  adapting  them  to  the  tastes  and  needs  of  customers.  If  this  is 
undertaken  at  all,  the  novelties  should  be  kept  as  nearly  equal  as 
possible  in  cost  to  the  firm  and  in  value  to  its  customers.  Small 
customers  are  never  made  big  ones  by  extending  them  low-scale  ser- 
vice and  cheap  favors. 

PROBLEMS 

1.  Write  announcements  for  various  school  events  and  activities,  providing  fcr 
type  display  and  illustrations. 

2.  Compose  appropriate  advertising  matter  to  be  placed  on  the  stationery  of 
your  school  athletic  organization  or  school  club. 

3.  Plan  a  series  of  inserts  to  be  used  by  some  club  of  which  you  are  a  member, 
in  sending  out  notices  of  a  special  business  meeting.  The  inserts  may  constitute 
reason-why  copy  for  an  increase  in  dues  or  for  the  renting  of  a  larger  hall  for  meet- 
ings, or  they  may  be  an  appeal  for  each  member  to  contribute  toward  something 
which  the  club  stands  in  need  of. 

4.  Plan  a  series  of  wrappers  or  envelopes  for  your  school  co-operative  shop  or 
for  your  father's  business.  Be  sure  that  the  copy  has  a  purpose  and  that  the  assort- 
ment covers  the  principal  articles  of  stock. 

5.  Plan  a  circular  follow-up  campaign  for  interesting  pupils  in  the  school  co- 
operative shop.  Answer  an  imaginary  inquiry  by  letter  and  enclose  insert.  Follow 
this  with  a  postcard.    Follow  this,  in  turn,  with  an  announcement  of  new  stock. 


SALES  AND  ADVERTISING  LITERATURE  369 

Formal  business  announcements  {see  page  177) 

FRAXIOLIX  SIMOX  &  Co. 

vurtta.  AVKsrxTB.  nk^v  -cokk 
AM  Dffvrrik'noN  la  m.xm»ra>EP  to  ^^ttkno  a 

PRIVAXK  800^-X3«G  OV 

PARIS  MODEHL.  BLAXS 

vxne  MOflrr  kxcxx»tvk  ckka-tioxs 

VBOM  ODVrrK.  GKOROBTTE.  CAMXXXJB  KOOEK. 
SCrZAMTCK  TAUSOV.  MAISOM  X.BWIS.  OKAMTirB  D<70» 
LCTCIB  BASfAK,  K08S  DKSOAT,  IX>X7I)BOM.  KVKZ.Y?raB 
VAROK.  CABOrXN-K  RKBOV3C,  MAXUA  GITr.  VKXXX, 


TJ 


fCB  MIX.ZJ3«KKY  8AIX>M 


fMcH^/  yct^'e^  .t^t/i/€^^  y^  ya/te^t€i^ 


TABLES     RESCRVCD    FOR    OPCNINO  .  DINNER 


i 


370  THE  ENGLISH  OF   COMMERCE  , 

Send  next  a  booklet,  and  then  a  catalog.     Layout  the  whole  series  at  one  time  and 
explain  to  your  classmates  the  definite  purpose  of  each  piece  of  copy. 

SECTION  44 

Connections. — Booklets  and  catalogs  are  treated  first  and  fore- 
most in  this  chapter,  because  they  constitute  the  most  important 
and  the  most  largely  used  forms  of  sales  and  advertising  literature. 
Many  houses  make  no  use  whatever  of  the  other  forms  mentioned. 
Some  use  more  than  have  been  mentioned  in  this  chapter.  In  the 
regular,  follow-up  order  the  sequence  of  appeal  in  sales  literature 
may  run  as  follows: 

1.  A  tickler  is  sent  to  a  prospect. 

— No  reply. 

2.  An  insert  is  sent  in  a  letter  calling  attention  to  some  special  opportunity, 

— A  request  for  more  information. 

3.  A  booklet  goes  to  the  prospect. 

— ^A  query,  perhaps,  about  prices,  if  they  are  not  listed  in  the  booklet,  or 
about  some  other  matter. 

4.  A  catalog  goes  to  the  prospect. 

— An  order,  accompanied  with  check. 

5.  A  novelty  is  sent  along  with  receipt,  a  bundle  slip  in  the  parcel,  and  the  firm 
name  and  address  appear  on  artistic  labels  and  packing  boxes. 

— ^A  letter  of  thanks  from  customer. 

It  is  evident,  therefore,  in  those  cases  where  such  a  sequence 
develops,  that  the  literature  must  be  worked  out  coherently  and 
connectedly.  The  follow-up  must  not  be  permitted  to  break  in  unity 
at  any  point.  Provision  must  be  made  for  a  "stall"  at  any  one  of 
the  various  steps.  If,  after  sending  the  booklet,  the  firm  does  not 
hear  from  the  prospect  within  a  reasonable  time,  a  polite  inquiry 
goes  forth,  with  an  attractive  insert,  perhaps,  different  from  the  one 
previously  sent. 

Mail  order  houses  have  a  highly  developed  system  of  following 
up  inquiries.  They  keep  names  and  addresses  of  all  inquirers,  follow 
them  up  closely  and  place  them  on  regular  mailing  lists.  These  mail- 
ing lists  are  constantly  undergoing  assortment  in  order  that  they 
may  be  kept  up  to  date.     It  is  estimated  that  there  are  about  one 


SALES  AND  ADVERTISING  LITERATURE  371 

hundred  changes  a  month  in  a  list  of  from  seven  to  eight  thousand 
names.  Good  live  mailing  lists,  persistently  followed  up,  are  the  life 
and  spirit  of  direct  mail  advertising. 

But  the  word  connections  is  used  here  to  indicate  something  more 
than  follow-up.  It  means,  for  one  thing,  that  the  advertising  man- 
agement of  a  firm  must  keep  in  close  touch  with  the  sales  force,  if  it 
would  issue  sales  literature  that  would  really  be  selling  literature. 
The  salesmen  in  the  field  know  what  is  needed;  the  copy  writers  must 
provide  it.  The  copy  writers  know  the  best  methods  of  presentation; 
the  salesmen  must  follow  their  lead  in  this.  A  salesman  may 
report  that  a  reason-why  folder  or  a  human-interest  booklet  will  get 
the  best  results  in  a  certain  community  with  a  certain  commodity, 
that  entirely  different  appeals  are  required  in  other  places  with  other 
articles,  that  one  sort  of  booklet  is  needed  to  fill  the  gap  between  his 
calls,  and  quite  another  sort  for  him  to  hand  out  at  the  time  he  calls. 
Thus  the  advertising  management  must  vary  and  differentiate  its 
literature. 

A  few  years  ago  Marshall  Field  and  Company,  of  Chicago,  deliv- 
ered 100,000  booklets  to  a  selected  list  of  individuals  in  order  to 
increase  the  interest  of  prospects  in  the  Men's  Store.  Two  days  after 
this  delivery  certain  Chicago  papers  carried  full-page  related  adver- 
tisements, with  reproductions  of  copy  and  illustrations  from  the 
booklet  itself.  These  advertisements  were  followed  up  by  others 
that  made  similar  connections  with  the  booklets.  It  is  estimated 
that  the  booklets  cost  $25,000  and  the  connected  advertising  $7,000. 
But  the  expenditure  proved  worth  while,  for  the  method  here  briefly 
indicated  linked  up  one  kind  of  sales  literature  with  another,  both 
popularly  and  profitably. 

Again,  the  sales  literature  of  a  firm  should  knit  together  the  whole 
sales  organization,  no  matter  how  far  afield  the  dealers  and  salesmen 
may  be  sent,  into  one  family  group  of  workers.  It  should  aim  to 
help  each  one  of  them;  each  one  of  them  should  contribute  to  its 
various  messages  from  his  own  experiences.  This  means  something 
much  bigger  and  more  potent  as  a  unifying  force  than  the  mere  fur- 
nishing of  labels  for  local  dealers  to  paste  on  the  literature  of  the 
firm.  The  dealer  or  the  salesman  must  be  given  the  impression  that 
the  publications  are  made  especially /or  him  and  for  his  trade. 


372  THE  ENGLISH  OF  COMMERCE 

In  the  same  way,  booklets,  catalogs,  circulars,  and  the  other  types 
of  literature  issued  by  a  firm  should  enable  a  series  of  chain  shops 
to  work  in  unison,  with  esprit  de  corps.  The  various  styles  of  lit- 
erature issued  may  be  like  the  parts  of  a  large  department  shop 
advertisement.  As  the  latter  is  held  together  by  a  unifying  head- 
line and  editorial  and  related  headlines,  so  the  former  should  connect 
the  shops  of  the  system  by  means  of  title,  format,  spirit  and  purpose 
of  content,  trade  names  and  slogans,  and  the  like. 

One  of  the  most  valuable  services  that  sales  literature  can  render 
the  sales  force  of  a  house  is  that  of  presenting  in  compact  yet  varied 
form  a  summarized  statement  of  the  by-products  or  by-services 
of  the  concern.  While  each  by-product  may  properly  be  given  a 
booklet  to  itself,  yet  all  may  be  brought  together  in  a  catalog  for  the 
convenience  of  the  prospect  as  well  as  of  the  organization.  When  it 
is  considered  that  a  single  munition  firm  makes  twenty  by-products 
and  serves  forty  different  classes  of  customers,  it  will  be  apparent  how 
versatile  the  writer  .of  sales  literature  must  be  and  what  a  unifying 
influence  that  literature  may  exercise. 

Cautions. — ^Avoid  profusion  in  the  distribution  of  sales  literature. 
Too  much  becomes  a  nuisance  and  may  drive  prospects  to  other 
dealers.  Avoid  boldness  and  aggressiveness  and  vulgarity  in  form 
and  style  of  expression.  Slang  must  not  be  used.  "You  must  read 
this,"  as  a  title,  is  too  commanding  to  ingratiate.  Do  not  make  the 
mistake  of  issuing  a  booklet  that  has  momentary  value  only.  Attach 
something  of  permanent  value  to  it,  something  that  makes  it  worth 
keeping  for  a  time  at  least.  Do  not  construct  sales  literature  so 
cheaply  that  its  appearance  invites  "waste-basketing"  on  sight. 
This  caution  is  particularly  important  where  advertising  letters  are 
concerned.  If  they  look  too  "advertisy,"  they  will  probably  not  be 
opened.  Be  sure  that  each  piece  of  literature  you  send  out  makes 
an  intelligent,  psychological  appeal.  Be  as  careful  not  to  insult  the 
intelligence  of  others  as  you  are  not  to  write  above  their  heads. 
Justify  confidence  of  customers  by  being  generous  with  your  service 
and  your  literature,  but  do  not  permit  them  to  regard  you  as  easy- 
going and  careless  with  either.  Only  cheap  people  are  easily  imposed 
upon.     Avoid  duplication  in  the  distribution  of  your  literature.     Do 


SALES  AND  ADVERTISING  LITERATURE  373 

this  by  keeping  record  of  dates  on  which  certain  matter  was  sent  to 
prospects.  Follow  up  cheerfully  and  promptly,  but  never  in  a  supe- 
rior tone.  Be  positive  and  constructive  in  all  sales  and  dealer-help 
literature.  This  applies  particularly  to  the  issuance  of  rules  either 
on  bulletins  or  in  house  organs.  Rules  get  automatic  responses  only; 
requests,  spiritual  responses.     Note  the  difference: 

Right:      Employees  are  requested  not  to  use  this  entrance. 

or 
Notice  to  employees — Please  use  other  entrance. 


Wrong:    Employees  must  not  use  this  entrance. 

or 
Employees — Notice — Do  not  use  this  entrance. 

In  fine,  let  your  sales  and  advertising  literature  bespeak  the  courtesy 
and  honesty  and  mutual  helpfulness  that  should  characterize  the 
dealings  of  the  house  that  issues  it. 

PROBLEMS 

1.  Suppose  you  wanted  to  link  all  the  schools  or  all  the  homes  of  your  acquain- 
tances in  one  connected  movement  for  some  cause.  Construct  a  booklet  to  be  sent 
to  each.  Explain  how  you  would  vary  the  make-up  of  the  booklet  in  order  to  adapt 
it  to  the  different  prospects. 

2.  Write  a  circular  appeal  to  different  groups  of  pupils,  to  prevail  upon  them  to 
join  some  club  in  which  you  are  interested.  Vary  the  copy  to  make  it  appeal  to 
seniors,  to  first  year  pupils,  to  pupils  who  are  already  doing  more  club  work  than 
they  should,  to  pupils  who  prefer  school  athletics  to  school  clubs,  and  to  still  other 
groups. 

3.  In  a  booklet  that  summarizes  the  past  year's  athletic  activities  in  your  school, 
make  a  strong  appeal  to  all  pupils  to  come  out  for  athletics  at  the  beginning  of  the 
new  school  year.     Make  use  of  testimonial  copy  and  of  illustration. 

4.  Imagine  that  you  have  had  a  great  deal  of  difficulty  collecting  money  due 
you  from  a  customer.  He  finally  pays  you,  however,  and  on  returning  the  receipted 
bill  for  him,  you  enclose  a  novelty  with  brief  copy  on  it.  What  is  the  novelty  to 
be  ?  What  would  be  appropriate  wording  to  inspire  his  good  humor  and  retain  his 
trade  ? 

5.  Write  a  booklet  calculated  to  advertise  this  chapter.     Make  use  of  marginal 


374  THE  ENGLISH  OF  COMMERCE 

headlines  and  provide  for  illustrations.     Follow  the  outline  below  in  developing  the 
copy: 

Introduction 
SECTION  41— Kinds 

Purposes 

PROBLEMS 

SECTION  42— Booklets 
Catalogs 
House  Organs 

PROBLEMS 

SECTION  43— The  Letter 
The  Parcel 
The  Novelty 

PROBLEMS 

SECTION  4^1 — Connections 
Cautions 

PROBLEMS 


CHAPTER  IX* 

(Reference  Chapter) 

SECTION   45 

ABBREVIATIONS  AND  SPECIAL  TERMS 

He  dots  his  i's,  he  crosses  his  t's, 
He  writes  in  a  hand  that  is  sure  to  please, 
But,  oh,  how  he  fusses  and  fidgets  and  squirms 
When  he  has  to  decipher  commercial  terms! 

Abbreviations. — Abbreviations  spring  out  of  the  necessity  for 
haste  in  writing  or  labeling  or  classifying.  Their  construction  is 
therefore  more  or  less  haphazard  and  very  little  system  is  evident 
among  their  various  forms.  Sometimes  the  first  letter  and  the  last 
letter  of  a  word  suffice  for  its  abbreviation,  as  ht.  for  height;  some- 
times the  first  letter,  the  last  letter,  and  a  letter  or  letters  from  be- 
tween them,  as  mdse.  for  merchandise;  sometimes  the  first  two  or 
three  letters  are  used,  as  art.  for  article,  or  the  first  two  letters  and  the 
last,  as  ami.  for  amount.  In  the  abbreviation  of  expressions  of  more 
than  one  word,  the  initial  letters  only  may  be  used,  as  c.  o.  d.  for 
cash  on  delivery;  the  initial  letters  of  the  two  most  important  words 
may  be  written  in  fractional  form,  as  hjs  for  bill  of  sale;  the  first 
letter  of  the  first  word  and  two  or  more  of  the  second  may  be  used, 
as-&.  rec.  for  hills  receivable.  Again,  the  abbreviation  may  be  so  con* 
densed  in  form  as  to  be  a  sign  only,  as,  *a)  for  at,  or  %  for  per  cent, 
or  $,  the  monogram  of  U.  S.,  for  dollar.  Another  irregularity  of 
abbreviations  is  the  formation  of  the  plural.  Sometimes  it  is  formed 
by  the  addition  of  5,  as  bl.  for  bale  and  bis.  for  bales.  But  sometimes 
the  plural  is  formed  by  means  of  doubling  the  letter  used  to  indicate 
the  singular,  as  p.  for  page  and  pp.  for  pages. 

*  Chapters  IX,  X,  and  XI  are  called  reference  chapters  for  the  reason  that  they  are  made  up 
principally  of  materials  that  require  little  or  no  explanation  but  that  can  be  referred  to,  as  neces- 
sity demands,  for  information  or  as  modeb  to  follow  in  different  phases  of  commercial  work. 

375 


376  THE  ENGLISH  OF  COMMERCE 

A  business  house  not  infrequently  adopts  a  complete  set  of  abbre- 
viations that  are  peculiar  to  itself  and  are  therefore  unrecognizable 
outside  the  walls  of  that  particular  house;  thus  e.  o,  m.  and  m.  o.  m. 
proved  puzzling  to  a  young  high  school  graduate  who  found  them 
current  in  a  concern  with  which  he  had  taken  a  position.  He 
attempted  to  look  them  up  in  reference  books,  but  he  could  not  find 
them.  They  were  special  to  the  house,  which  had  two  pay  rolls,  one 
for  end  of  month  payments  and  one  for  middle  oi  month  payments. 

It  is  easily  understood,  therefore,  that  abbreviations  are  unclassi- 
fied to  a  very  large  extent.  They  just  spring  into  existence  out  of 
the  necessity  of  a  hurried  moment.  It  will  be  interesting,  however, 
to  see  how  many  of  those  listed  alphabetically  below  can  be  made  to 
fit  into  some  uniform  grouping.  And  some  attempt  should  be  made 
to  group  those  that  are  identified  with  particular  lines  of  business. 

According  to  the  best  usage,  words  of  one  syllable  and  short 
words  of  two  syllables,  such  as  July,  April,  are  not  abbreviated, 
though  abbreviations  for  them  may  be  found  in  the  dictionary.  The 
names  of  the  months,  of  the  days  of  the  week,  and  of  towns  and 
cities  are  never  abbreviated  in  the  best  business  writing,  though  in 
the  writing  of  notes  or  memoranda,  bills  or  statements,  they  may  be. 
Christian  names  should  not  be  abbreviated  by  a  single  letter,  and 
should  rarely  be  abbreviated  at  all;  Wm.  is  allowable  for  William^ 
but  not,  Jas.  for  James  or  Jno.  for  John,  The  words  norths  souths  east, 
and  west  are  not  abbreviated  when  used  in  combination  with  proper 
names  unless  the  proper  names  are  themselves  abbreviated;  North 
America  or  No.  Amer.,  but  not  No,  America,  Titles  used  with  both 
Christian  name  and  surname  of  a  person  may  be  abbreviated,  but 
not  with  the  surname  only;  Gen.  John  J.  Pershing  or  General  Pershing, 
but  not  Gen.  Pershing;  Professor  Henry  S.  Canby,  but  not  Prof. 
Canby.  Degrees,  titles,  letters  that  stand  for  organizations  are 
abbreviated  when  used  after  names,  as  James  Brown,  C.P.A.,  or 
Thomas  Maocwell,  M.E. 

Abbreviations  should  not  be  capitalized  unless  the  words  or  ex- 
pressions they  stand  for  are  customarily  so  written.  The  abbrevia- 
tions of  titles  and  proper  names  should  always  be  capitalized,  how- 
ever, but  the  capitalization  of  such  abbreviations  as  c.o.d.,  or  o.m., 
p,m,,  iov  the  purpose  of  emphasis  is  a  dangerous  precedent  to  estab- 


ABBREVIATIONS  AND  SPECIAL  TERMS 


zn 


lish.  In  printed  matter  abbreviations  are  usually  differentiated  by 
means  of  type  variation,  such  as  small  capitals  for  a.m.  and  p.m. 
But  no  such  device  is  afforded  to  long  hand  writing,  and  capitalization 
of  all  abbreviations  used  may  induce  careless  errors  in  writing. 

Most  abbreviations  are  followed  by  a  period.  In  certain  cases, 
however,  a  complete  Latin  word  is  used  as  an  abbreviation,  such  as 
per,  via,  and  with  these  the  period  is  not  used.  Where  scattered 
letters  are  taken  from  a  word  to  abbreviate  it,  the  period  may  be 
omitted  from  the  end  provided  the  apostrophe  is  used  where  letters 
are  omitted,  as  for' d  for  forward;  rec'd  for  received;  naVl  for  national. 
It  is  preferable  to  use  the  apostrophe  where  the  abbreviation  consti- 
tutes a  complete  word,  as  in  the  case  of  the  first  illustration  above. 

Many  business  men  condemn  the  use  of  abbreviations  as  indica- 
tive of  laziness.  These  men  issue  orders  to  their  correspondents  to 
use  abbreviations  not  at  all  or  as  little  as  possible.  This  is  excellent 
policy,  for  abbreviations  frequently  lead  to  misunderstandings  and 
loss  of  time.  What  is  more  serious,  they  appear  to  many  as  signs 
of  discourtesy,  especially  when  used  in  business  letters.  The  rather 
long  list  below  is  supplied  for  reference  rather  than  for  encouragement 
in  their  extended  use. 

The  words  in  parenthesis  indicate  the  original  from  which  the 
abbreviations  are  taken.  In  all  cases  but  two — p.p.c.  and  r.s.v.p — 
the  original  language  is  Latin.  These  two  are  from  the  French. 
This  again  shows  the  importance  of  some  knowledge  of  Latin  to  the 
business  man  and  woman.  (See  page  23.)  The  principal  abbrevia- 
tions used  in  the  dictionary  for  explaining  words  are  likewise  included 
in  the  following  list. 


a. 

at;  acre;  adjective 

ad  int. 

(ad  interim)  in  the  mean- 

aar. 

against  all  risks 

time 

A.B. 
abbr. 

Bachelor  of  Arts 

abbreviation;  abbrevi- 
ated 

account 

account 

(anno    domini)    year 
our  Lord 

adj. 
ad  lib. 

adjective 

(ad  libitum)  at  pleasure 

a/c 

ace.  or  acct. 

A.D. 

of 

admrx. 
ad  val. 

or  adv. 
adv. 

administratrix 

(ad   valorem)    according 

to  value 
advertising;  advocate; 

ad  inf. 

(ad    infinitum)    without 

adverb 

end 

advt. 

advertisement 

m 

THE  ENGLISH 

OF  COMMERCE 

ae. 

' 

bdl.  or  bdle. 

bundle 

or  aet. 

(aetatis)  of  age;  aged 

bds. 

bound  in  boards 

or  aetat. 

b/e  or  b.e. 

bill  of  exchange 

agt. 

agent 

bgs. 

bags 

Ai 

first  class 

Bib. 

Bible 

a.m. 

(ante  meridian)  before 

biog. 

biographer;  biography 

noon 

bk. 

bank;  book;  bark 

A.M. 

Master  of  Arts 

bkg. 

banking 

amt. 

amount 

bkts. 

baskets 

anal. 

analysis;  analogous 

b/1  or  b.l. 

bill  of  lading 

anon. 

anonymous 

bldg. 

building 

annot. 

annotation;  annotator 

blk. 

black;  bulk 

ans. 

answer 

bis. 

bales 

ant. 

antonym 

a/o 

account  of 

b.m. 

board  measure 

a/or 

and  or 

b.o. 

branch  office;  buyer's  op- 

a.p. 

additional  premium 

tion 

app. 

appendix;  apprentice 

b.  pay. 

bills  payable 

appt. 

appointed;  appointment; 

b.  rec. 

bills  receivable 

appointee 

br. 

brand 

apt. 

apartment 

brev. 

brevet 

arr. 

arrived;  arrival;  arrange- 

bros. 

brothers 

ment 

b/s 

bushel 

art. 

article 

bu. 

bulletin;  bushel 

A.S. 

Anglo-Saxon 

bx. 

box 

a/s 

account  sales 

asst. 

assistant 

c. 

(circa)  about;  cent;  chair- 

asstd. 

assorted 

man 

att. 

attention 

C. 

(centum)    one    hundred; 

atty. 

attorney 

Centigrade;  Catholic 

at.  wt. 

atomic  weight 

C.A. 

chartered  accountant; 

aux. 

auxiliary 

chief  accountant ;  com- 

av. 

average 

mercial     agent ;     con- 

ave. 

avenue 
1^ 

troller  of  accounts 

avoir, 
or  avdp. 

>  avoirdupois 

ca.f. 
cap. 

cost  and  freight 
capital 

capt. 

captain 

b. 

book;  born 

car.  or  k. 

carat 

B.A. 

Bachelor  of  Arts 

cash. 

cashier 

baU 

balance 

c.b. 

cash  book 

batt. 

battalion;  battery 

cd. 

command 

b.b. 

bill  book 

C.E. 

civil  engineer 

bbl. 

barrel 

cent. 

(centum)  one  hundred 

B.C. 

before  Christ 

cert,  or  certif. 

certify;  certificate 

ABBREVIATIONS  AND  SPECIAL  TERMS 


379 


c.  f .  &  i. 

cost,  freight,  and  Insur- 

C.P.R. 

Canadian    Pacific    Rail- 

ance 

road 

cf. 

c/r 

company's  risk 

or  cp. 

compare;  consult 

or. 

credit;  creditor;  crate 

or  conf . 

crim. 

criminal 

c.h. 
ch. 

or  chap. 

custom  house ;  courthouse 

cr.  8vo 

crown  octavo  book  size 

(caput)  chapter 

crit. 
cs. 

critical;  criticised 
case 

or  cap. 
ch.  elk. 

chief  clerk 

C.S. 

civil  service 

chem. 

chemist;  chemistry 

c.t. 

commercial  traveler 

chf. 

chief 

ctge. 

cartage 

chgd. 

charged 

cts. 

cents 

cir.  or  circ. 

(circa)  about 

cur.  or  curt. 

current  month;  current 

ck. 

check;  cask 

c.w.o. 

cash  with  order 

cl. 

class 

cwt. 

hundredweight 

eld. 

cleared 

elk. 

clerk 

d. 

day;   died;   dose;   dime; 

cm. 

centimeter 

pence 

cml. 

commercial 

D 

Roman  numeral  for  500 

c/o 

care  of 

dbk. 

drawback 

c.o.d. 

cash  on  delivery 

d.d. 

day's    date;    days    after 
date 

CO. 

col. 

company;  county 
column 

d.  &  wtf. 

daily  and  weekly  till  for- 

coll. 

collection;  collector 

bidden 

deb. 

debenture 

colloq. 

colloquial 

dec. 

declaration;  decrease; 

com. 

committee;  commission 

decoration;  deceased 

comm. 

commentary;  commerce; 

def. 

defendant;  definition; 

commonwealth 

definite 

con 

(contra)  against 

del. 

(delineavit)   drew  or 

con.  or  cont. 

continued 

drawn 

conj. 

conjunction 

Dem. 

Democrat 

cons. 

consolidated;    consolida- 

dent. 

dental;  dentistry 

tion;  constitution 

dep. 

deposit 

cont. 

contrary;  contents;  con- 

dept. or  dpt. 

department 

tract;  contractor;  con- 

deriv. 

derivation;  derived 

tinental;  continued 

dft. 

draft 

contr. 

contrary;  contraction 

D.G. 

(Dei  Gratia)  by  the  grace 

conv. 

convention 

of  God 

corr. 

corrupted 

dial. 

dialectic 

cor.  sec. 

corresponding  secretary 

diet. 

dictionary 

C.P.A. 

certified   public   ^CCQun- 

diff. 

difference 

tant 

dim. 

diminutive 

38o 


THE  ENGLISH  OF  COMMERCE 


dis. 

etc.  or  &c. 

(et  cetera)  and  so  forth 

or  disc. 

•  district;  discount 

et  seq. 

(et  sequentes  or  sequen- 

or  disct. 

tia)  and  the  following 

disc 

discovered 

etym. 

etymology 

dist 

district;  distance;  distin- 

8vo 

octavo 

guished 

ex. 

example ;  exceptional ;  ex- 

distr. 

distribution 

aminer;  executive 

D.L.O. 

Dead  Letter  Office 

exc. 

except;  excuse 

dm. 

decimeter 

exch. 

exchange;  exchangeable; 

d/o 

delivery  order 

exchanged 

do. 

ditto;  the  same 

excl. 

exclusive 

dolls. 

dollars 

ex  cp. 

without  coupon 

doz. 

dozen 

ex  div.  or  xd. 

without  dividend 

dr. 

debit;     debtor;     doctor; 

exec. 

executor;  executive 

drawn 

exp. 

exported;     export;     ex- 

d.s. 

days  after  sight 

pense;  express 

ds.     , 

days 

ext. 

extra;  extract 

D.V. 

(Deo  Volente)  God  will- 

dwt. 

ing 
pennyweight 

f. 

foot;   franc;  folio;   femi- 
nine; farthing;  fathom; 
fort;  following 

F. 

French 

e. 

east 

f.a.a. 

free  of  all  average 

ea. 

each 

Fahr. 

Fahrenheit 

ed.  or  edit. 

edition;  editor 

f.a.q. 

fair  average  quality 

e.e. 

.    errors  excepted 

f.a.s. 

free  alongside  ship 

E.E. 

Electrical  Engineer 

fcp. 

foolscap 

e.g. 

(exempli  gratia)   for  ex- 

f.d. 

free  docks 

ample 

fee. 

(fecit)  he  or  she  did  it 

ejusd. 

(ejusdem)  the  same 

flf. 

following 

dec. 

electric;  electricity 

f.g.a. 

free  of  general  average 

enc.orencl. 

enclosure;  enclosed 

f.i.c. 

freight,    insurance,    car- 

e.n.e. 

east  northeast 

riage 

Eng. 

English 

fig. 

figure;  figurative 

engr. 

engineer;   engraved;   en- 

fin. sec. 

financial  secretary 

graver 

fir. 

firkin 

entd. 

entered 

f.o.b. 

free  on  board 

e.  &  o.  e. 

errors  and  omissions  ex- 

f.o.c. 

free  of  charge 

cepted 

fol. 

folio;  following 

e.o.m. 

end  of  month 

f.o.r. 

free  on  road;  free  on  rail 

e.s.e. 

east  southeast 

for'd  or  fwd. 

forward;  forwarded 

esp. 

especially 

f.o.s. 

free  on  steamer 

esq.  or  esqr. 

esquire 

f.o.t. 

free  on  truck 

etal. 

(et  alii)  and  so  forth 

4to. 

quarto 

ABBREVIATIONS  AND  SPECIAL  TERMS 


381 


f.p. 

fire  plug 

i. 

fr. 

franc;    fragment;    from; 

i.a. 

frequent 

i.b. 

frt.  or  fgt. 

freight 

ih 

ft. 

foot;  feet;  fort;  flat 

fth. 

fathom 

or  1 

fur. 

furlong 

id. 

i.e. 

g- 

good;  goods;  general 

ills. 

g.a. 

general  average 

imp. 

gal. 

gallon 

gas. 

gasoline 

in. 

gen. 

general 

inc. 

gent. 

gentleman;  gentlemen 

incl. 

gi. 

gill 

incog. 

gm. 

gram 

ind. 

g.m.q. 

good  marketable  quality 

gov. 

governor;  government 

inf. 

G.P.O. 

general  post  office 

inf. 

gr- 

grain;  great 

init. 

gram. 

grammar 

grs. 

grains;  gross 

in  lim 

guar. 

guarantee;  guaranteed 

in  loc. 
inpr. 

h. 

hour;  height;  high;  har- 

in re 

bor;  hundred 

in  s. 

h.c. 

held  covered 

hdkf. 

handkerchief 

ins. 

h.e. 

(hoc  est)  that  is 

inst. 

hf. 

half 

hf.bd. 

half  bound 

int. 

hhd. 

hogshead 

inv. 

H.M.S. 

His    Majesty's    Ship    or 

Service 

invt. 

ho. 

house 

I.O.U. 

hon. 

honorable 

h.p. 

half  pay;  horse  power 

i.q. 

h.p.n.  . 

horse  power  nominal 

I.R.O. 

h.r. 

house  records;  house  of 

irr. 
ital. 

representatives 

hr. 

hour 

ht. 

height 

J. 

hun.  or  hund. 

hundred 

j/a 

h.w.m. 

high  water  mark 

jour. 

island 

incorporated  accountant 

invoice  book 

(ibidem)  the  same;  in  the 
same  place;  from  the 
same  source 

(idem)  the  same 

(id  est)  that  is 

illustration;  illustrated 

imported;  improved;  im- 
perial; imperative 

inch  ' 

incorporated;  increase 

inclusive 

incognito;  unknown 

index;  indigo;  indepen- 
dent 

in  fine;  finally;  at  the  end 

(infra)  below  or  back 

(initio)  from  the  begin- 
ning 

(in  limine)  at  the  outset 

(in  loco)  in  its  place 

in  principle 

in  regard  to;  regarding 

(in  situ)  in  its  original 
position 

insurance;  inspector 

present  month;  instant; 
institution;  institute 

interest 

invoice;  inventor;  in- 
vented 

inventory 

I  owe  you — ^acknowledg- 
ment for  money  lent 

(idem  quid)  the  same  as 

internal  revenue  officer 

irregular 

italics 

judge 

joint  account 

journal 


382 


THE  ENGLISH  OF  COMMERCE 


J.p. 

Justice  of  the  Peace 

M. 

Monsieur. 

jr.  or  jun. 

junior 

M 

Roman   numeral   for 

1000 

k. 

karat 

M 

Roman   numeral    for 

kg. 
kg. 
or  kilo. 

keg 

M.A. 

1,000,000 
Master  of  Arts 

\  kilogram 

mach. 

machine;  machinist 

or  kilom. 

J 

mag. 

magazine;  magnitude 

kilom. 

kilometer 

man. 

manager 

marg. 

margin 

L 

(libra)  pound;  line;  law; 

math. 

mathematics 

long;  league;   liter; 

max. 

maximum 

length 

M.C. 

member  of  congress 

L 

Roman  numeral  for  50 

M.D. 

medical  doctor 

L. 

Latin 

mdse. 

merchandise 

L.  orl.or£ 

,    pounds  sterling 

M.E. 

mining  engineer;  mechan- 

l.a. 

law  agent 

ical  engineer 

lab. 

laboratory 

meas. 

measure 

lat. 

latitude 

mem. 

member 

Lat. 
lb.  or  ft 

Latin 
(libra)  pound 

mem. 
or  memo. 

>  memorandum 

l.c. 

(loco  citato)  in  the  place 

mfd. 

manufactured 

quoted;  lower  case  or 

mfg. 

manufacturing 

small  letter;   label 

mfr. 

manufacturer 

clause  (insurance  term) 

mgr. 

manager 

1/c. 

letter  of  credit 

mid. 

middle;  midshipman 

leg. 

legal;  legislation;  legisla- 

min. 

minute;  minimum 

ture 

Mile. 

Mademoiselle 

l.f. 

ledger  folio 

mm. 

millimeter 

Ub. 
Uq. 

(liber)  book 
liquor;  liquid 

MM. 
or  Messrs. 

\  Messieurs  or  Gentlemen 

Kt. 

liter;  literally;  literature 

Mme. 

Madame 

log. 

logarithm 

m.o. 

money  order 

long,  or  Ion. 

longitude 

mo. 

month 

loq. 

(loquitur)     he     or     she 

m.o.m. 

middle  of  month 

speaks 

m.p. 

municipal  police;  marine 

l.s.d. 

pounds,  shillings,  pence 

police 

l.t. 

long  ton 

M.P. 

member  of  Parliament 

ltd. 

limited 

m.p.h. 

miles  per  hour 

Mr. 

Mister  or  Master 

m. 

(meridian)    noon;    mile; 

Mrs. 

Mistress 

meter;    minute;    mar- 

ms. 

manuscript 

ried;     month;     moon; 

mss. 

manuscripts 

masculine 

m/s 

months  after  sight 

:»■ 


ABBREVIATIONS  AND  SPECIAL  TERMS 


383 


m.s.l. 

mean  sea  level 

o.p. 

out  of  print 

mt. 

mount;  mountain 

op.  or  opp. 

opposite 

mtg. 

mortgage 

opt. 

optician 

mus. 

museum;  musical 

o.r. 

owner's  risk 

myth. 

mythology 

ord. 

ordinary 

org. 

organ;  organization;  or- 

n. 

north;  noon;  note;  num- 

ganic 

ber;  news;  noun 

orig. 

origin;  originally 

n/a 

no  account 

o.s. 

ordinary   seaman;  old 

nat.  or  natl. 

national;  natural 

style  calendar 

nav. 

naval;  navigation 

o/s 

out  of  stock 

n.b. 

(nota  bene)  take  notice 

o/s  or  return 

on  sale  or  return,  that  is, 

n.d. 

no  date 

retailer     may     return 

n.e. 

northeast 

goods  if  they  cannot  be 

nem.  con. 

(nemine     contradicente) 

sold 

unanimous;  no  one  con- 

oz. 

ounce 

tradicting 

n.g. 

no  good 

P- 

page;    pay;    part;    post; 

n.l.  or  n.  lat. 

north  latitude 

period 

n.n.e. 

north  northeast 

p.a. 

private  account;  particu- 

n.n.w 

north  northwest 

lar  average 

no. 

(numero)  number;  north 

par. 

paragraph;  parallel 

non  seq. 

(non  sequitur)  it  does  not 

pass,  tr. 

passenger  train 

follow 

payt. 

payment 

n.o.p. 

not    otherwise    provided 

pc. 

piece 

for 

p.c. 

per  cent;  postcard 

N.P. 

notary  public 

pd. 

paid 

n.r. 

no  risk 

peo. 

people 

n/s 

not  sufficient 

per. 

person;  period 

n.s. 

not  specified;  new  series; 

per  or  par 

by  or  through 

new  style 

per  ann. 

(per  annum)  by  the  year 

n.u. 

name  unknown 

per  cent, 
or  per  cent 

(per  centum)  by  the  hun- 
dred 

0. 

order 

or  per  ct. 

ob. 

(obiit)  died;  (obiter)  by 

per  m. 

by  the  thousand 

the  way 

per  pro. 

(per   procurationem)    on 

obj. 

object;  objection 

or  p.p. 

behalf  of 

obs. 

obsolete;  observation 

or  p.  pro. 

obt.  or  obdt. 

obedient 

pert. 

pertaining 

oct. 

octavo  size 

pfd. 

preferred 

o/d 

on  demand 

Ph.D. 

Doctor  of  Philosophy 

o.e. 

omissions  excepted 

phr. 

phrase;  phraseology 

o.k. 

all  correct 

pk. 

peck 

on  a/c 

on  account 

pkg.  or  pkge. 

package 

384 


THE  ENGLISH   OF   COMMERCE 


pl. 

place;  plural 

p.t.o. 

please  turn  over 

p.l. 

partial  loss 

pvt.  or  pte. 

private 

p.  &1. 

profit  and  loss 

pwt. 

pennyweight 

plf. 

p.x. 

please  exchange 

or  plflf. 
or  pltf. 

plaintiff 

pxt.  or  pnxt. 
or  pinx. 

>  (pinxit)  painted 

plur. 

plurality 

. 

pm. 

premium 

q- 

p.m. 

post  meridian 

or  qu. 

query;  question 

P.M.G. 

postmaster-general 

orqy. 
q.d. 

(quasi  dicat)  as  he  should 

p.n. 

promissory  note 

say 
(quod  est)  which  is 

P.O. 

postofi&ce;  postal  order 

q.e. 

p.o.d. 

pay  on  delivery 

q.e.d. 

(quod  erat  demonstran- 

poet, 
pol. 

poetry;  poetical 
politics;  political 

dum)  which  was  to  be 
proved 
(quod    erat    faciendum) 

p.o.o. 
pop. 

postoflfice  order 
population 

q.e.f. 

Jr^r' 

which  was  to  be  done 

pos.  or  poss. 

possession 

pp. 

pages 

q.e.i. 

(quod  erat  invieniendum) 

p.p. 

parcel  post;  past  parti- 

which was  to  be  found 

ciple 

out 

p.p.c. 

(pour  prendre  cong6)  to 

q.l. 

(quantum  libet)  as  much 

take  leave 

as  you  please 

pph. 

pamphlet 

qr. 

quarter;  quire 

p.p.i. 

policy  proof  of  interest 

q.s. 

(quantum  suflficit) enough 

pr. 

printer;  pair 

qt. 

quart 

prem. 

premium 

quad. 

quadrangle 

prep. 

preparation ;  preposition 

qu. 

pres. 

president;  present 

or  quar. 

quarterly 

prin. 

principal 

or  quart. 

, 

pro  tern. 

(pro    tempore)    for    the 
time 

q.v. 

(quod  vide)  which  see 

prob. 

probably 

r. 

right;  residence 

proc. 

proceedings 

rcpt.  or  rect. 

receipt 

prof. 

professor 

re 

regarding 

pron. 

pronounced 

rec. 

record;  recipe 

prop. 

proposition 

reed. 

received 

prov. 

province;  provincial 

ref. 

reference;    referred;    re- 

prox. 

(proximo)  next  month 

formed 

prs. 

personality 

reg. 

regular 

pseud. 

pseudonym 

rep. 

representative;     republi- 

p.s. 

(post  scriptum)  postscript 

can;  reporter 

pt. 

pint;  point 

retd. 

returned 

p.t. 

post  town 

Rev. 

reverend 

ABBREVIATIONS  AND  SPECIAL  TERMS 


385 


r.f.d. 

rural  free  delivery 

s.o.s. 

"save  our  ship" — a  wire- 

rm. 

ream;  room 

less    distress    call    for 

Rom. 

Roman 

ship>s  at  sea 

rpt. 

report 

sp. 

spelling;  spelled 

r.r.  or  R.R. 

railroad 

spec. 

special;  specialty 

r.s. 

right  side 

s.p.q.r. 

small   profits  and   quick 

r.s.v.p. 

(repondez,  s'il  vous  plait) 

returns 

respond  if  you  please 

spt. 

seaport 

ry- 

railway 

sq. 

square 

ss. 

steamship 

s. 

shillings;     south;     sign; 

s.s.e. 

south  southeast 

second 

s.s.w. 

south  southwest 

S. 

signior;  saint 

St. 

street;  strait;  saint 

s.a. 

subject  to  approval 

s.t. 

short  ton  (2,000  pounds) 

s.b. 

sales  book 

Stat. 

(statim)  immediately 

sc.  or  scil. 

(scilicet)  to  wit;  namely 

stbt. 

steamboat 

sc.  or  sculp. 

f  (sculpsit)  he  or  she  en- 

sten. 

stenographer;  stencil 

\     graved  it 

stet. 

(sto)    restore;   let  it  re- 

sch. 

schooner;  school 

main  (as  in  correcting 

scr. 

scruple 

printed  matter) 

s.d. 

(sine  die)  without  naming 

stg.  or  ster. 

sterling 

a  date 

stge.  or  stor. 

storage 

s.e. 

southeast 

stk. 

stock 

sec. 

secretary;  second 

str. 

steamer;  street 

sect. 

section 

sund. 

sundries 

sel. 

selection;  selected 

sup. 

(supra)  above;  superior; 

sen.  or  sr. 

senior 

supreme;   supplement; 

ser. 

service;  series;  sermon 

superfine;    supervisor; 

sergt. 

superficial 

or  serg. 

sergeant 

sup.  ct. 

supreme  court 

or  sgt. 

super. 

superfine 

f(sequentia)  next;  foUow- 

supp. 

supplement 

seq.  or  seqq. 

l    ;ng 

supt. 

superintendent 

ship,  or  shipt. 

shipment 

surg. 

surgeon 

s.i. 

short  interest 

s.v. 

(sub  verba)  under  word 

s.j. 

(sub  judice)  under  con- 

or title 

sideration 

s.w. 

southwest 

s.l. 

salvage  loss;  south  lati- 
tude 

syn. 

synonym;  synonymous 

sld. 

sailed;  sold 

t. 

ton 

so. 

south 

t.b. 

trial  balance 

s.o. 

seller's  option;  sub  office 

t/c 

till  countermanded 

soc. 

society 

tcs. 

tierces 

§r9r4- 

seller's  option  to  double 

t.f. 

till  forbidden 

386 

THE  ENGLISH 

OF  COMMERCE 

t.g.b. 

tongued  and  grooved  and 

v.g. 

(verbi  gratia)  for  example 

beaded 

v.i. 

verb  intransitive 

t.  &  g. 

tongued  and  grooved 

via 

by  way  of 

t.l. 

total  loss 

vid.  or  vide 

(vide)  see 

t.l.o. 

total  loss  only 

viz. 

(videlicet)     namely;     to 

t.m.o. 

telegraph  money  order 

wit 

t.o. 

turn  over;  telegraph  office 

vol.  or  V. 

volume 

ton. 

tonnage 

V.  pres. 

vice-president 

tr. 

transpose;  trustee;  tare; 

vs.  or  V. 

(versus)  against 

train;  transfer;  trans- 

V. t. 

verb  transitive 

lation;  translator 

tresis. 

treasurer;  treasury 

w. 

west 

t.t. 

telegraph  transfer 

w/b 

waybill 

t.u. 

trade  union 

whf. 

wharf 

t.u.c. 

trades  union  congress 

wk. 

week 

i2mo 

duodecimo 

w.n.w. 
w.s.w. 

west  northwest 
west  southwest 

ult.  or  ulto. 

(ultimo)  last  month 

wt. 

weight 

univ. 

university;  universal 

U.S. 

(ut  supra)  as  above 

X 

Roman  numeral  for  ten 

U.S.A. 

United  States  of  America 

Xmas. 

'  Christmas 

U.S.M. 

United  States  Mail 

or  Xms. 

Xtian.  or 

Xn. 

Christian 

V.  or  vs. 

(versus)  against 

V 

Roman  numeral  for  five 

yd. 

yard 

ven. 

venerable 

yr. 

year 

ves. 

vessel 

zool. 

zoology 

Signs 

%        means 

per  cent 

means 

hyphen,    In   the   Webster 

# 

number 

Dictionary 

®             " 

at  or  to 

5 

(( 

hyphen,  in  the  Standard 

^ 

cent 

Dictionary 

1 

dollar 

^    ■ 

tt 

acute  accent 

/               <{ 

feet;  chief  or  primary  ac- 

M 

tt 

grave  accent 
circumflex 

cent 

f^ 

n 

tilde 

H                          It 

inches;    ditto;    secondary 

41 

long  accent 

accent 

\J 

<( 

short  accent  or  breve 

If 

paragraph 

A 

<l 

caret,     used     to     denote 

t 

obsolete 

omission 

II 

archaic 

-(5) 

(( 

cedilla,    used    to    denote 

§ 

rare;  section 

soft  sound 

t 

variant 

•  ■ 

tt 

(above  letter)  dieresis 

ABBREVIATIONS  AND  SPECIAL  TERMS 


387 


*  means   asterisk,  used  to  indicate 

footnote  or  other  refer- 
ence 
i^  "       one  and  one  fourth 

i^  "        one  and  two  fourths 

i'  "        one  and  three  fourths 

<C  *'        derived  from 

S  "       delete  or  take  out 


4to 

8vo 

i2mo 


means  quarto 
"  octavo 
"        duodecimo 


These  terms 
indicate  the 
number  of 
times  a  sheet 
of  paper  is 
folded  in 
preparing  it 
for  a  book 


Abbreviations  of  States  and  Territories 


Ala. 

Alabama 

Mont. 

Montana 

Alas.* 

Alaska 

Neb. 

Nebraska 

Ariz. 

Arizona 

Nev. 

Nevada 

Ark. 

Arkansas 

N.H. 

New  Hampshire 

Calif. 

California 

N.J. 

New  Jersey 

C.  Z. 

Canal  Zone 

N.  Mex. 

New  Mexico 

Colo. 

Colorado 

N.  Y. 

New  York 

Conn. 

Connecticut 

N.  C. 

North  Carolina 

D.  C. 

District  of  Columbia 

N.  Dak. 

North  Dakota 

Del. 

Delaware 

0.* 

Ohio 

Fla. 

Florida 

Okla. 

Oklahoma 

Ga. 

Georgia 

Ore.* 

Oregon 

H.I. 

Hawaiian  Islands 

Pa.  or  Penna. 

Pennsylvania 

la.* 

Iowa 

P.  I. 

Philippine  Islands 

Ida.* 

Idaho 

P.  R. 

Porto  Rico 

111. 

Illinois 

R.  L 

Rhode  Island 

Ind. 

Indiana 

S.  C. 

South  Carolina 

Kans. 

Kansas 

S.  Dak. 

South  Dakota 

Ky. 

Kentucky 

Tenn. 

Tennessee 

La. 

Louisiana 

Tex. 

Texas 

Mass. 

Massachusetts 

Ut.* 

Utah 

Md. 

Maryland 

Vt. 

Vermont 

Me.* 

Maine 

Va. 

Virginia 

Mich. 

Michigan 

Wash. 

Washington 

Minn. 

Minnesota 

W.  Va. 

West  Virginia 

Miss. 

Mississippi 

Wis. 

Wisconsin 

Mo. 

Missouri 

Wyo. 

Wyoming 

*  These  abbreviations  should  rarely  be  used. 


3SS 


THE   ENGLISH   OF   COMMERCE 


addendum 
agenda 

agio 

alias 

alibi 
allonge 

apropos 

bagatelle 

blase 

cachet 

chic 

coiffeur 

coiffure 

cuisine 

debris 

debut 

debutante 

decollete 

denouement 

dishabille 

distingue 

distrait 

eclat 

elite 

embonpoint 

ennui 

ensemble 

entrie 

erratum 

exposS 

ex  tempore 

fete 

fianci 

finesse 

garqon 


SECTION  46 
Foreign  Words 

Something  added. 

A  detailed  list  of  items  to  be  laid  before  a  meeting  of  any  kind, 
for  discussion. 

A  term  sometimes  used  to  indicate  the  difference  in  purchasing 
value  between  gold  and  paper;  a  premium. 

An  assumed  name,  frequently  for  the  purpose  of  avoiding 
arrest. 

A  plea  of  being  elsewhere  at  the  time  a  crime  was  committed. 

A  slip  of  paper  attached  to  bills  or  other  commercial  papers 
for  the  continuation  of  endorsements. 

Conveniently  or  suitably,  opportunely. 

Something  unimportant;  a  trifle. 

Wearied  or  worn  out,  as  with  pleasure  or  dissipation. 

A  mark  of  distinction. 

Stylish;  up-to-date;  artistic;  original  in  dress  and  bearing. 

One  who  dresses  the  hair. 

A  fashion  of  wearing  the  hair. 

A  department  or  style  of  cookery. 

Waste;  rubbish;  ruins;  fragments. 

A  first  appearance  in  society  or  on  the  stage;  a  beginning. 

A  girl  or  woman  who  makes  a  debut. 

Cut  low  in  the  neck,  as  a  gown,  leaving  neck  and  shoulders 
bare. 

The  issue  or  outcome  of  a  play  or  novel,  or  of  any  complication. 

Loose,  negligent  attire,  such  as  a  morning  wrapper. 

Distinguished,  as  in  carriage  or  bearing. 

Absent-minded;  absorbed  in  other  than  present  affairs. 

Strikingness;  brilliancy;  extraordinary  effect. 

The  choicest  or  most  select,  as  of  a  society,  army,  etc. 

Plumpness  or  moderate  stoutness 

Weariness  or  satiety;  the  state  of  being  bored. 

General  effect;  the  parts  of  a  thing  viewed  as  a  whole. 

A  dish  placed  early  in  a  menu;  privilege  of  entrance. 

Error.     Errata,  errors. 

An  exposure  of  something  that  brings  discredit  upon  the  per- 
son or  persons  concerned. 

Offhand;  without  previous  preparation,  as  a  speech. 

A  festival. 

One  affianced  or  betrothed  to  another.     (FiancSe,  feminine.) 

Delicacy;  refinement;  cunning. 

A  boy  who  serves  or  acts  as  waiter. 


ABBREVIATIONS  AND  SPECIAL  TERMS 


389 


hahituS 

imprimis 

incognito 

interim 

manifesto 

modiste 
naive 
nouveau  riche 

nuncio 

outre 

parvenu 

passi 
passim 

penchant 
per 


petite 

pourparler 

pronunciamento 

protege 

quantum 

recherche 

regime 

rendezvous 
retroussS 
role 
seance 

seriatim 
siesta 
sobriquet 
soirSe 


A  habitual  visitor  or  frequenter  of  a  place. 

In  the  first  place;  of  the  first  order. 

The  assumption  of  a  fictitious  name  or  character. 

In  the  meantime;  interval  between  events. 

A  public,  official,  and  authoritative  declaration  or  proclama- 
tion. 

A  dressmaker  or  milliner. 

Simple  and  innocent  in  attitude  or  behavior;  artless. 

One  who  has  recently  and  suddenly  acquired  wealth;  a 
parvenu. 

A  messenger. 

Unusual;  eccentric. 

One  who  shows  off  as  the  result  of  recently  acquired  wealth; 
one  of  the  newly  rich. 

Out  of  date;  no  longer  in  one's  prime. 

Here  and  there  in  various  places;  a  term  used  in  making  ref- 
erences. 

Bias  or  strong  inclination  in  favor  of  something. 

A  Latin  word  meaning  by  means  of,  by,  through.  Much  used 
in  English  commercial  phrases,  as  per  pound,  per  quart, 
etc.  Not  an  abbreviation,  and  therefore  not  followed  by 
a  period. 

Dainty;  trim;  small. 

A  preliminary  conference  or  consultation. 

A  proclamation  or  manifesto. 

One  cared  for  by  another.     {Protegee,  feminine.) 

A  certain  amount. 

Choice;  rare;  much  sought  after. 

Mode  or  character  or  time  period  of  a  government  or  of  a 
business  management. 

An  appointed  meeting  place. 

Turned  up  at  the  end,  as  the  nose. 

An  assumed  character  or  function ;  a  part  played  by  an  actor. 

A  session  or  meeting;  a  meeting  at  which  a  spiritualistic 
medium  gives  manifestations. 

One  after  another  in  connected  order;  serially. 

A  short  noonday  or  afternoon  nap. 

An  assumed  name  or  title. 

An  evening  ball  or  party. 


390 


THE  ENGLISH  OF  COMMERCE 


a  dato 

a  posteriori 

a  priori 

ad  infinitum 
ad  referendum 
ad  valorem 

alimony  pendente  lite 
alma  mater 
beau  monde 
bona  fide 
caveat  emptor 


de  facto 
de  jure 
de  novo 
del  credere  agreement 

e  pluribus  unum 

editio  princeps 
en  fin 
en  route 
entente  cordiale 

esprit  de  corps 
et  alibi 
et  seqtientia 
ex  officio 
ex  parte 
facile  princeps 
fieri  facias 

genus  homo 
habeas  corpus 

in  esse 
in  situ 


SECTION  47 
Foreign  Phrases 

From  date. 

Reasoning  from  facts  to  principles  or  from  effect  to  cause. 

Inductive  or  empirical. 
Reasoning  from  cause  to  effect  or  from  an  assumption  to  its 

logical  conclusion. 
Without  end;  perpetual. 
For  further  consideration. 
A  duty  charged  in  accordance  with  the  accepted  valuation  of 

the  merchandise. 
Allowance  made  to  a  woman  during  her  suit  for  divorce. 
The  institution  of  learning  where  one  has  been  educated. 
Fashionable  world. 
In  good  faith;  honest;  gilt-edged. 
An  old  Roman  trade  slogan,  meaning  "  Let  the  buyer  beware  " ; 

that  is,  the  purchase  is  made  entirely  at  the  purchaser's 

risk. 
Actually  or  really  existing. 
By  right  of  law;  legally;  rightfully. 
From  the  beginning. 
A  term  used  to  indicate  that  the  agent  is  responsible  to  his 

principal  for  value  of  goods,  even  though  buyer  fail  to  pay. 
(Motto  of  the  United   States.)     From  many,  one;  one  of 

many. 
A  term  applied  to  books  of  a  first  edition. 
Briefly;  in  fine;  at  the  end. 
On  the  way. 
Cordiality  and  friendliness  between  or  among  nations;  also 

between  or  among  business  and  other  institutions. 
Devotion  of  members  to  an  organization. 
And  elsewhere. 
And  what  follows. 
Officially. 

Relating  to  one  side  only,  as  ex  parte  testimony  in  a  lawsuit. 
Easily  first  or  leading. 
A  writ  of  execution  commanding  a  levy  on  goods  to  satisfy  a 

judgment. 
Human  race. 
A  writ  commanding  a  person  having  another  in  custody  to 

produce  the  body  of  the  person  detained  before  a  court. 
In  essence;  actually  existing. 
In  original  site  or  position. 


ABBREVIATIONS  AND  SPECIAL  TERMS 


391 


in  statu  quo 
in  toto 
in  transitu 
in  medias  res 
ipso  facto 
laissez-faire 

laissez-passer 
lese-majeste 

magnus  opus 
modus  operandi 
modus  Vivendi 

mutuus  consensus 
ne  plus  ultra 
nemine  contradicente 
nolens  volens 
nolle  prosequi 

nonpareil 

nota  bene 
obiter  dictum 
on  dit 
par  accord 
par  excellence 
passe-partoui 

per  annum 

per  capita 

per  contra 

per  diem 

per  se 

persona  non  grata 

posse  comitatus 

post  mortem 
post  obit 

poste  restante 

prima  facie 


As  it  was  before;  in  its  original  position. 

Entirely;  completely. 

In  transit. 

In  the  middle  of  things;  in  the  heart  of  the  matter. 

By  the  fact  itself. 

The  let-alone  principle  in  action  of  any  kind.  Uncontrolled 
commercial  and  industrial  competition. 

A  pass  or  permit. 

Treason.  A  crime  or  insult  perpetrated  against  sovereign 
power. 

Great  work. 

Method  of  working  or  operation. 

A  mode  of  living.  A  temporary  arrangement  pending  final 
settlement 

Mutual  consent. 

Nothing  more  beyond;  perfection;  the  utmost  point. 

No  one  speaking  in  opposition. 

Willy-nilly;  whether  one  will  or  not. 

An  entry  of  record  in  a  civil  or  criminal  case  to  signify  that 
the  plaintiff  or  prosecutor  will  not  press  it. 

Something  of  unequalled  excellence.  A  size  of  type.  (See 
page  309.) 

Note  well. 

A  remark  by  the  way  or  in  passing. 

It  is  said ;  they  say. 

By  agreement. 

Superior ;  pre-eminently. 

A  light  picture  frame,  consisting  of  glass  on  which  a  paste- 
board backing  is  pasted. 

Per  year;  annually. 

Per  individual  or  per  head. 

On  the  contrary. 

Per  day;  daily. 

By  itself,  himself,  or  herself. 

A  person  not  acceptable  to  a  company  or  a  place  of  appoint- 
ment. 

The  force  that  a  sheriff  of  a  county  calls  out  to  assist  him  in 

making  difficult  arrests- 
Expert  examination  of  a  human  body  after  death. 

A  bond  given  by  a  prospective  heir  to  pay  a  sum  of  money  on 
the  death  of  a  person  from  whom  he  has  expectations. 

A  term  used  on  mail  to  indicate  that  it  is  to  be  held  till  called 
for. 

At  first  view  or  value. 


392 


THE  ENGLISH  OF   COMMERCE 


pro  rata 
pro  tempore 
quid  pro  quo 

quod  vide 
quo  warranto 


sans  frais 


sans  recours 


scrip  omnium 

sine  die 
sine  qua  non 
sub  rosa 
tempus  fugit 
ter  in  die 
terra  firma 

vice  versa 
viva  voce 


Proportioned  according  to  share. 

For  the  time  being. 

An  equivalent  in  return.    The  substitution  of  one  thing  for 

another. 
Which  see. 
A  judicial  writ  requiring  a  person  to  show  by  what  authority 

he  exercises  an  office  or  franchise  never  granted,  or  for- 
feited by  some  fault. 
Without  charge  or  expense.     A  note  attached  to  bills  to  be 

collected  or  protested,  and  implying  that  no  expense  is  to 

be  entailed  in  the  process. 
Without  recourse.     Written  sometimes  on  a  bill  of  exchange 

to  indicate  that  the  endorsee  is  under  no  obligation  in  case 

the  bill  is  not  paid. 
A  paper  showing  that  the  holder  has  the  right  to  substitute 

other  bonds  or  stock  shares  for  those  indicated  on  the  scrip. 
Without  date,  as  of  an  adjournment. 
That  which  is  necessary. 
In  strict  confidence;  privately. 
Time  flies. 
Three  times  a  day. 
Latin  for  "firm  earth  ";  sometimes  applied  to  goods  that  have 

been  landed  safely  after  a  hazardous  voyage. 
On  the  contrary;  oppositely. 
By  spoken  word;  voting  by  voice  instead  of  by  ballot. 


SECTION  48 
Commercial  Terms 


above  par 
accommodation  bill 


accotmt  sales 


accountable  receipt 


accounts  current 


active  bonds 


Above  nominal  or  fixed  value. 

A  bill  drawn  by  one  person  and  accepted  by  another  in 
order  that  the  former  may  raise  money  on  it;  not,  there- 
fore, an  actual  exchange  of  values. 

Sales  made  to  those  having  charge  accounts.  A  document 
of  sales  prepared  by  a  salesman  or  broker  on  behalf  of 
customers  or  principals. 

A  receipt  given  by  a  person  who  is  responsible  for  the  goods 
or  money  represented.  A  pawn  ticket  is  an  accountable 
receipt. 

Running  accounts  as  opposed  to  closed  or  newly  opened 
accounts;  statements  of  such  accounts  or  of  negotiations 
and  transactions  between  firms  or  individuals. 

Bonds  that  carry  fixed  rate  of  interest  throughout  duration 
and  are  finally  payable  in  full. 


ABBREVIATIONS  AND   SPECIAL  TERMS 


393 


adjudication  order 
advance  note 
affreightment  contract 
allotment  note 
all  rights  reserved 
arbitration  of  exchange 


argent  money 
at  a  discotmt 

at  a  premium 

at  sight 

authorized  capital 
average  bond 

balance  sheet 

bank  stock 
bill  of  entry 

bill  of  exchange 

bill  of  lading 

bill  of  lading 

bill  of  sale 

bill  payable 


An  order  issued  by  a  court  notifying  that  a  person  is  bank- 
rupt and  appointing  a  trustee  to  administer  his  affairs. 

A  note  given  a  sailor  when  he  signs  for  a  voyage,  entitling 
him  to  a  proportion  of  his  wages  in  advance. 

A  bill  of  lading,  or  a  charter,  showing  terms  upon  which 
goods  are  carried. 

A  note  or  document  signed  by  a  seaman  agreeing  to  have 
his  wages  paid  in  part  to  some  other  person  or  to  a  bank. 

A  phrase  printed  beneath  the  copyright  notice  in  a  book 
to  emphasize  the  protection  of  copyright. 

In  sending  money  from  one  country  to  another,  a  man  may 
find  that  he  will  lose  less  or  gain  more  by  sending  it 
through  a  third  country  where  the  rate  of  exchange  is 
lower.  This  is  called  simple  arbitration  of  exchange.  If 
he  sends  it  through  more  than  one  country,  it  is  called 
compound  arbitration  of  exchange. 

Ready  money. 

Term  used  to  indicate  that  something  is  offered  for  sale  at 
less  than  nominal  value. 

Term  used  to  indicate  that  something  is  oflfered  for  sale 
at  more  than  its  nominal  value. 

On  demand — a  term  used  on  promissory  notes  or  bills  of 
exchange  to  indicate  that  the  money  is  to  be  paid  imme- 
diately on  their  presentation. 

The  amount  permitted  an  incorporated  or  limited  liability 
company  for  capitalization. 

A  bond  given  by  the  consignees  of  a  cargo  to  the  owner  or 
captain  guaranteeing  their  share  of  the  average  on  any 
loss. 

A  complete  statement  setting  forth  profit  and  loss,  assets 
and  liabilities,  and  other  details  in  the  business  of  a 
company  for  a  stated  period. 

The  shares  of  the  capital  of  a  bank. 

A  detailed  memorandum,  entered  at  a  custom  house,  of 
goods  imported  or  to  be  exported. 

A  written  order  from  one  person  to  another  for  the  pay- 
ment of  money  to  a  third. 

A  written  acknowledgment  of  goods  received  for  transpor- 
tation. 

A  transportation  receipt  specifying  goods  shipped  as  well  as 
conditions  of  shipment. 

A  statement  given  by  the  seller  of  personal  property  to 
the  buyer. 

A  written  engagement  to  pay  money,  as  a  promissory  note. 


394 

bill  receivable 

bonded  goods 

bonded  warehouse 
call  money 
cash  discount 

casualty  company 

certified  check 

chain  shops 

checking  accounts 
civil  law 

clearing-house 

clear  title 
clearance  sale 
closing-out  sale 

collateral  security 

common  law 
common  stock 
credit  note  or 

memorandiun 
crude  materials 
cut  price 
days  of  grace 

death  warrant 
double  entry 


THE  ENGLISH  OF   COMMERCE 

A  written  engagement  to  pay  money  as  held  by  the  person 

to  whom  it  is  payable. 
Goods  stored  in  a  bonded  warehouse  until  the  necessary 

duties  a^e  paid  on  them. 
A  warehouse  where  bonded  goods  are  kept. 
Money  lent  subject  to  call  without  notice. 
A  reduction  in  advertised  price  in  consideration  of  cash 

payment. 
A  company  that  insures  against  accident  and  loss  resulting 

therefrom. 
A  check  accepted  in  advance  by  the  bank  on  which  it  is 

drawn,  thereby  guaranteeing  its  payment. 
Shops    under    centralized    management,   located   in   many 

different  centers,  usually  dealing  in  a  single  commodity, 

or  a  single  line  of  commodities. 
Comparing  invoices,  statements,  bills,  receipts,  and  other 

sales  papers.     Bank  accounts  for  checking  purposes. 
That  body  or  system  of  law  accepted  and  established  by 

the  people  of  a  state  or  other  community  for  their  gov- 
ernment. 
An  office  where  bankers  exchange  checks  and  drafts,  and 

adjust   balances.     A  large  city  financial   institution   to 

which  banks  send  daily  all  checks  and  drafts  and  like  paper 

for  assortment  and  return  to  original  banking  houses. 
Title  against  which  there  is  no  claim,  as  of  property  clear 

of  mortgage. 
A  sale  held  to  clear  out  all  stock  in  a  certain  line,  before 

restocking. 
A  sale  held  for  the  purpose  of  selling  all  goods  before  retir- 
ing from  business  or  making  business  changes;  sometimes, 

also,  a  clearance  sale. 
Property,  money,  etc.,  given  as  security  additional  to  one's 

personal  obligation. 
A  system  of  law  that  has  originated  in  custom  or  usage. 
Original  capital  put  into  an  enterprise. 
A  notice  given  a  purchaser  indicating  allowance  for  goods 

returned  or  for  money  deposited  toward  future  purchases. 
Raw,  unprocessed  products. 

A  price  lower  than  the  original  one;  reduced  price. 
The  time  allowed  for  the  payment  of  a  bill  after  it  falls 

due. 
An  official  order  for  the  execution  of  a  person. 
A  mode  of  bookkeeping  by  which  a  transaction  is  recorded 

from  both  the  debtor  and  the  creditor  point  of  view. 

Single  entry  shows  the  debit  side  only. 


ABBREVIATIONS  AND  SPECIAL  TERMS 


395 


deferred  stock 

department  shop  or 

store 
endowment  insurance 

policy 

fair  copy 

fee  simple 
first-class  paper 
floating  capital 

free  lance 


free  list 

free  trade 

gold  bonds 
good  will 

grand  jury 

gross 

great  gross 
green  grocer 
gross  tonnage 

guaranty  company 

guard  book 

hard  cash 
heavy  stock 
high  seas 
in  ballast 


Stock  that  Is  not  Issued  until  some  contingency  makes 

more  capital  necessary. 
A  retail  merchandising  establishment  divided  Into  many 

different  departments  and  dealing  In  all  kinds  of  goods. 
A  policy  that  guarantees  to  the  holder  the  payment  of  the 

amount  called  for  at  a  specified  time,  provided  premiums 

are  paid  regularly  In  full. 
A  revised  draft  of  a  legal  document  prepared  for  the  perusal 

of  counsel  or  client. 
An  estate  of  Inheritance  free  from  condition. 
Gilt-edged  securities  of  any  sort. 
Capital  that  Is  kept  free  for  the  purpose  of  current  business 

development. 
A  newspaper  or  magazine  writer  who  prepares  and  submits 

manuscript  on  his  own  account,   without  being  under 

definite  contract  with  any  office. 
Goods   listed   as   being   free   from   tariff   duties.     Persons 

accorded  free  admission  or  other  privilege. 
Freedom  from  duties  of  the  export  and  import  commerce 

of  a  country. 
Bonds  payable  in  gold. 

The  value  of  a  business  as  an  active  firm,  by  way  of  repu- 
tation, patronage,  and  initiative. 
A  jury  that  sits  to  hear  complaints  and  to  decide  whether 

there  Is  sufficient  ground  for  criminal  accusation  and 

procedure. 
Twelve  dozen. 
Twelve  gross  as  a  unit. 
A  retailer  of  fresh  vegetables. 
The  cubical  capacity  of  a  ship  plus  the  area  of  any  enclosed 

space  for  stores  above  tonnage  decks. 
A  company  that  insures  to  those  holding  bonds  or  mortgages 

the  payment  of  principal  and  Interest. 
A  book  kept  In  many  business  offices  for  the  purpose  of 

keeping  receipts,  bills.  Invoices,  vouchers,  and  other  such 

business  papers,  handy  for  ready  reference. 
Coin,  rather  than  paper  money.     Actual  money  as  distin- 
guished from  debts  or  claims  to  be  collected  or  settled. 
Stock  that  Is  used  in  the  traffic  of  heavy  goods,  such  as 

railway  cars. 
Those  parts  of  the  seas  outside  the  continental  three  mile 

limit. 
A  term  used  to  signify  that  a  ship  carries  no  cargo  except 

materials  loaded  upon  her  to  maintain  stability. 


396 


THE   ENGLISH   OF   COMMERCE 


in  bond 


income  tax 
inconvertible  paper 


joint  stock  company 
legal  tender 

legal  tender 

letter  of  administration 
letter  of  credit 


letter  of  marque  and 
reprisal 

limited  company  or 
limited  liability 
company 

lot  money 
Ivmip  simi 
market  price 
mercantile  agency 

mercantile  agents 
money  of  account 


inoney  market 


A  term  used  to  indicate  that  goods  are  held  in  a  bonded 
warehouse  or  elsewhere,  under  customs  officers'  authority 
until  such  time  as  the  owners  meet  their  obligations  of 
taxes  or  duties.  On  the  sale  of  such  goods  the  buyer  is 
usually  obliged  to  pay  customs  duties  in  addition  to 
price  for  goods  themselves. 

A  tax  levied  by  a  government  on  income. 

Paper  money  for  which  cash  cannot  be  easily  obtained, 
owing  to  some  unforeseen  business  or  industrial  occur- 
rence. 

A  company  or  partnership  whose  capital  is  divided  into 
shares  (usually  transferable),  some  of  which  are  held  by 
each  of  the  members. 

The  general  name  given  to  money  that  may  be  legally 
used  in  business  transactions.  In  the  United  States  it 
may  be  gold,  silver,  or  paper,  the  last  including  checks, 
banknotes,  and  gilt-edged  securities,  such  as  Liberty 
Bonds. 

Gold,  silver,  nickel,  and  copper  coins,  as  well  as  paper 
money,  that  pass  currency  in  any  sort  of  business  transac- 
tions. 

Power  given  by  a  court  to  some  one  (usually  the  next  of 
kin)  to  administer  the  estate  of  a  deceased  person. 

A  letter,  carried  by  a  traveler  as  a  rule,  issued  by  a  bank, 
authorizing  banks  in  distant  places  to  pay  certain 
amounts  to  the  holder. 

A  commission  issued  by  a  government  authorizing  a  private 
person  to  take  the  property  of  a  foreign  state,  or  of  its 
citizens  or  subjects,  as  redress  for  injuries. 

A  public  company  whose  members  are  individually  respon- 
sible for  the  company's  debts  to  a  specified  amount, 
usually  not  exceeding  the  amount  of  stock  that  each 
holds. 

A  broker's  charge  to  a  buyer  by  lot  of  goods  handled. 

A  gross  sum  covering  several  items. 

The  price  that  anything  brings  in  the  open  market. 

An  agency  or  bureau  for  furnishing  information  regarding 
the  standing  of  business  enterprises. 

Agents  who  act  for  manufacturers  and  wholesalers. 

A  monetary  denomination  used  in  keeping  accounts  but 
not  represented  by  a  coin  in  circulation — the  mill  and 
the  eagle  in  the  United  States;  the  guinea  in  England; 
the  tael  in  China. 

The  market  where  money  is  the  commodity  bought  and 
sold;  the  sphere  of  financial  dealings. 


ABBREVIATIONS  AND  SPECIAL  TERMS 


397 


mutual  life  insurance 

company 
net  or  register  tonnage 
net  price 
net  weight 
not  negotiable 

odds  and  ends 
on  call 

opening  accounts 

open  account 
open  credit 

open  policy 


outstanding  accounts 
paid-up  capital 

petit  jury 
pilot  file 
pin  money 
placement  money 
post  entry 
predatory  wealth 

preferred  stock 

price  list 


prices  current 
prime  cost 
prize  money 
probate  court 


A  company  in  which  the  policy  holders  are  themselves  the 
proprietors,  among  whom  profits  are  distributed. 

Gross  tonnage  less  space  for  machinery,  crews*  quarters,  etc. 

The  price  without  any  discount. 

Minus  tare;  after  deducting  weight  of  box  or  package. 

Not  to  be  transferred  or  changed  for  less  than  face  value. 
Words  written  across  a  check  or  draft  for  the  protection 
of  the  original  drawer  against  any  claim. 

Miscellaneous  commodities  for  sale. 

Term  applied  to  a  loan  that  must  be  returned  on  short 
notice  or  on  demand  or  call. 

Entering  new  names  on  a  ledger  for  credit  and  debit  transac- 
tions. 

An  account  that  is  running  and  unsettled. 

Credit  extended  by  a  bank  or  a  firm  to  a  customer  without 
guarantee  or  security. 

An  insurance  policy  that  does  not  define  the  value  of  the 
property  insured  and  allows  of  certain  insertions,  addi- 
tions, and  endorsements  subsequent  to  its  Issue.  The 
term  Is  also  applied  to  a  business  house  that  makes  frank, 
open,  and  unqualified  statement  of  its  business  policies. 

Unpaid  bills.     Accounts  that  are  unsettled. 

The  actual  money  deposited  on  the  allotted  shares  of  a 
company. 

A  jury  that  sits  at  a  trial  in  civil  and  criminal  cases. 

A  file  on  which  papers  are  kept  by  the  flat  system  of  filing. 

Money  set  aside  for  personal  expenses. 

Money  for  placement  or  Investment. 

Entering  an  item  on  the  books  after  the  date  of  transaction. 

Wealth  accumulated  unfairly,  by  imposing  upon  others,  or 
by  disguised  theft. 

Stock  on  which  dividends  must  be  paid  first,  before  those 
paid  on  common  or  on  deferred  stock. 

A  list  showing  the  prices  at  which  goods  are  held  for  sale, 
very  often  listing  articles  by  letters  or  numbers  for  facili- 
tating ordering  by  mail. 

A  statement  of  the  ruling  prices  of  stocks,  merchandise,  or 
other  property,  at  a  given  time,  or  continuously. 

The  first  cost  of  an  article  on  its  being  taken  from  the  fac- 
tory. 

The  proceeds  of  the  sale  of  a  maritime  prize,  distributable 
among  the  officers  and  crew  making  the  capture. 

A  court  having  jurisdiction  over  the  proof  of  wills,  guardian- 
ships, and  the  settlement  of  estates. 


398 


THE   ENGLISH  OF   COMMERCE 


profit  sharing 
promissory  note 
proprietary  company 

raw  material 
registered  stock 
rendering  accounts 
renewal  of  a  bill 


reserve  price 
restraint  of  trade 


revenue  officer 
rolling  stock 

roimd  robin 

sale  ring 

salesman  or 

saleswoman  or 

salesperson 
sale  warrant 

sample  cards 

scale  for  smalls 

scrip  certificate 

second  class  paper 

seizure  notes 


The  distribution  of  profits  between  employers  and  employ- 
ees; a  co-operative  method  of  business  management. 

A  written  promise  to  pay  a  definite  sum  to  a  specified  per- 
son or  persons  at  a  specified  time. 

A  company,  first  to  be  organized  in  a  certain  line  of  busi- 
ness, which  distributes  rights  and  gives  backing  to  sub- 
sidiary companies. 

The  natural  products  out  of  which  manufacturers  make 
commodities  for  the  market. 

Stock  for  which  a  certificate  of  title  Is  given  the  holder, 
whose  name  is  kept  on  the  company's  books. 

Sending  out  bills  or  other  accounts  to  customers  at  regu- 
larly stated  periods. 

Extending  the  time  for  payment  by  the  rendering  of  a  new 
bill,  or  by  a  statement  on  the  old  bill  to  the  effect  that 
extension  is  agreed  to  by  all  parties  concerned. 

The  lowest  price  at  which  an  owner  will  sell  his  goods. 

A  term  used  to  denote  the  situation  when  small  business  in 
any  line  is  forced  to  the  wall  by  big  business  combination 
or  monopoly;  also,  when  the  seller  of  a  business  may 
not  engage  in  a  similar  business  within  a  reasonable  dis- 
tance of  his  original  business  for  a  certain  specified 
time. 

One  appointed  to  prevent  smuggling. 

Any  wheeled  conveyance,  such  as  wagons,  trucks,  cars, 
engines,  used  for  the  carriage  of  goods. 

A  number  of  signatures,  as  to  a  petition,  written  in  a  circle 
so  as  to  avoid  giving  prominence  to  any  single  name. 

A  group  of  bidders  or  buyers  who  combine  at  a  public  or 
general  sale  for  their  own  mutual  benefit. 

One  who  sells. 

(Saleslady  is  a  vulgarism.) 

A  partial  receipt  given  customers  who  have  made  deposit 
on  a  sale  to  be  completed  as  soon  as  possible. 

Cards  used  for  the  mounting  of  samples,  as  for  tailors' 
fabrics. 

A  scale  of  freight  or  express  charges  for  packages  weighing 
less  than  a  stipulated  amount. 

A  certificate  held  by  a  shareholder  showing  titles  of  his 
securities. 

Any  substitutes  for  money,  used  exactly  as  money,  such  as 
drafts,  bills  of  exchange,  etc. 

Notes  used  by  a  customs  officer  to  attach  goods  not  prop- 
erly acquired. 


ABBREVIATIONS  AND  SPECIAL  TERMS 


399 


set-ofif 

share  certificate 

ship  broker 

ship  chandler 

shipping  weight 
ship's  clearance 

ship's  manifest 
ship's  report 

short  loans 

side  line 

sight  bill 
sinking  fund 

sliding  scale 


spot  cash 
spot  sale 
state's  evidence 


stoppage  in  transit 
stoppage  of  payment 


strike  a  balance 
suspension  of  payment 


taking  up  a  bill 
terminal  cost  or  charge 


The  placing  of  one  debt  over  against  another  in  business 
transactions  of  any  sort. 

A  formal  receipt  given  to  the  holder  of  shares,  setting  forth 
his  interests  in  the  company  and  the  terms  of  the  share- 
holding contract. 

One  who  deals  in  shipping  shares.  One  who  makes  all  pre- 
liminary arrangements  for  a  ship's  leaving  port,  finding 
cargoes,  etc. 

One  who  deals  in  cordage,  canvas,  and  other  furnishings  for 
vessels. 

The  amount  of  weight  in  a  ship's  cargo. 

A  certificate  issued  by  a  customs  official  showing  that  a 
ship  has  met  all  demands  by  way  of  dues  before  sailing 
from  or  on  arrival  at  port. 

A  statement  containing  details  of  a  ship's  cargo. 

A  statement  of  the  ship's  cargo  to  be  presented  at  port  of 
entry  within  twenty-four  hours  of  arrival. 

Advances  of  money  lent  for  short  periods  at  a  stated  rate 
of  interest. 

An  auxiliary  line  of  goods  sold  by  a  dealer,  or  especially  by 
a  commercial  traveler. 

A  bill  that  must  be  paid  on  demand. 

A  fund  set  aside  for  the  purpose  of  gradually  wiping  out  a 
debt,  or  "sinking"  a  debt  or  loan. 

A  term  used  to  indicate  that  workmen  are  paid  in  accord- 
ance with  the  rise  and  fall  in  the  profits  of  employers. 
A  fluctuating  wage  scale. 

Immediate  payment  in  money  for  goods  delivered. 

Immediate  delivery  of  goods  on  purchase. 

Testimony  introduced  by  the  prosecution  in  a  criminal 
case.  A  confederate  who  confesses  his  own  guilt  and  tes- 
tifies against  his  accomplices. 

The  stopping  of  the  delivery  of  goods  by  a  seller  when  he 
discovers  that  the  purchaser  is  insolvent. 

The  declaration  by  a  debtor  that  he  is  unable  to  pay  his 
bills;  the  notification  by  the  drawer  of  a  check  to  his 
bank  that  the  check  is  not  to  be  paid. 

To  find  the  difference  between  debits  and  credits. 

The  notification  by  a  firm  or  an  individual  that  liabilities 
cannot  be  met,  whereupon  the  creditors  take  over  the 
business. 

The  term  applied  to  a  bill  when  it  is  paid. 

The  price  paid  to  railway  and  shipping  companies  for 
loading,  unloading,  storing,  or  otherwise  looking  after 
goods  for  transportation. 


400 

time  policy 
trade  name 

trade  slogan 

tramp  vessel 

trust  fund 

tmit  of  value  or 
standard 

upset  price 

watered  stock 
waybill 

weight  note 

winding  up  affairs 
without  reserve 


THE  ENGLISH  OF  COMMERCE 

An  insurance  policy  whose  maturity  is  limited  to  a  certain 
time,  usually  applied  to  marine  insurance. 

The  name  by  which  an  article  or  a  firm  is  designated  in 
trade.  A  name  given  by  a  manufacturer  to  a  proprie- 
tary article. 

A  trade  word,  phrase,  or  sentence  used  as  a  distinguishing 
characteristic  of  some  branded  commodity  or  service, 
given  by  a  dealer  or  a  manufacturer  to  a  proprietary 
article,  or  the  like. 

A  vessel  that  carries  cargoes  from  one  port  to  another, 
picking  up  freight  wherever  it  happens  to  have  free 
bottom. 

Money  set  aside,  by  will  or  other  means,  for  the  benefit 
of  some  designated  person  or  persons  or  organization. 

An  established  coin  or  amount  used  as  the  basis  for  all 
monetary  calculations.  In  the  United  States  the  unit 
of  value  is  the  dollar;  in  Great  Britain,  the  sovereign;  in 
France,  the  franc;  in  Italy,  the  lira;  in  Japan,  the  yen. 

The  lowest  price  that  a  seller  can  accept  at  an  auction  of 
his  goods  in  order  to  "come  out  even."  The  required 
price. 

The  increase  of  the  capital  of  a  company  without  a  comple- 
mentary increase  in  the  company's  assets  or  valuation. 

A  paper  carried  on  railways  or  other  transportation  lines 
listing  and  detailing  goods  carried  from  one  place  to 
another,  and  giving  shipping  directions. 

A  paper  issued  by  a  dock  or  other  landing  company,  set- 
ting forth  weight  and  other  specific  details  of  goods 
delivered. 

The  final  disposition  of  the  affairs  of  a  company  before  it 
closes  business. 

A  complete  and  comprehensive  statement,  with  nothing 
held  back.  When  no  fixed  price  is  placed  upon  goods 
and  they  go  to  the  highest  bidder,  they  are  said  to  be 
offered  without  reserve. 


CHAPTER  X 

(Reference  Chapter) 

SECTION  49 

BUSINESS  REPORTS  AND  PROOF  MARKS 

Of  all  proceedings  make  a  fair  report, 

For  sessions  oft  are  long,  and  memory  short. 

Reports. — Reports  vary  in  form  and  content  according  to  the  cir- 
cumstance that  calls  them  forth.  The  secretary's  report  of  a  recitation 
or  of  a  club  meeting  is  called  the  minutes.  It  should  be  a  short, 
exact  statement  of  the  proceedings,  starting  with  the  call  for  atten- 
tion and  presenting  the  business  in  its  order  of  occurrence.  It  is 
usually  headed  with  date  and  with  the  salutation:  "Mr.  President, 
Ladies  and  Gentlemen:"  and  concluded  with  "Respectfully  sub- 
mitted," and  signature. 

The  following  is  an  excellent  example  of  secretarial  report.  In 
addition  it  embodies  a  brief  notice  and  a  brief  form  of  resolution, 
both  of  which,  along  with  the  report  itself,  may  be  used  as  models: 

(COPY) 

MINUTES  OF  THE  ANNUAL  MEETING  OF  THE  STOCKHOLDERS  OF 

THE  GUARANTY  TRUST  COMPANY  OF  NEW  YORK 

HELD  AT  THE  OFFICE  OF  THE  COMPANY,  No.  140  BROADWAY 

IN  THE  BOROUGH  OF  MANHATTAN,  NEW  YORK  CITY 

ON  JANUARY  16,  1918,  AT  ELEVEN  O'CLOCK  A.M. 

At  the  time  and  place  above  specified,  there  appeared  in  person,  and  by  proxy, 
stockholders  owning  a  majority  of  the  stock  of  the  corporation,  to  wit:  182290 
shares,  out  of  a  total  issue  of  two  hundred  fifty  thousand  shares,  who  organized  the 
meeting  by  choosing  Mr.  Charles  H.  Sabin,  as  Chairman,  and  Mr.  F.  W.  Ellsworth, 
as  Secretary  of  such  annual  meeting. 

There  was  produced  from  on  file  in  the  office  of  the  corporation,  and  read  at  the 
meeting,  due  proof  of  service  of  two  weeks'  notice  in  writing  upon  each  stockholder 

401 


402  THE  ENGLISH  OF  COMMERCE 

of  record,  such  notice  having  been  served  personally,  or  by  mail,  postage  prepaid, 
directed  to  each  stockholder  at  his  last  known  postoffice  address,  on  December  31, 
191 7,  said  notice  being  as  follows: 


GUARANTY  TRUST  COMPANY  OF  NEW  YORK 
140  Broadway 

To  the  Stockholders  of 

Guaranty  Trust  Company  of  New  York: 

The  annual  meeting  of  the  Stockholders  of  Guaranty  Trust 
Company  of  New  York,  will  be  held  at  the  office  of  the  Company, 
140  Broadway,  in  the  Borough  of  Manhattan,  New  York  City,  on 
Wednesday,  January  16,  1918,  at  11  o'clock  a.m.,  for  the  election 
of  Directors,  and  of  Inspectors  of  Election;  to  vote  on  a  proposi- 
tion to  decrease  the  membership  of  the  Board  of  Directors  from 
thirty  to  twenty  seven;  and  to  transact  such  other  business  as 
may  be  properly  brought  before  the  meeting. 

F.  W.  Ellsworth, 
Secretary. 

There  was  also  produced  from  on  file  in  the  office  of  the  corporation,  and  read 
at  the  meeting,  proof  by  affidavit  of  the  due  publication  on  December  31,  191 7, 
and  January  8  and  15,  191 8,  of  a  copy  of  such  notice  in  The  Evening  Post,  a  daily 
newspaper  of  general  circulation,  regularly  printed  and  published  in  the  City  of 
New  York. 

The  Chairman  announced  that  the  meeting  would  proceed  to  the  election  by 
ballot  of  nine  directors,  to  serve  for  three  years,  or  until  their  successors  are  elected, 
and  of  three  Inspectors  of  Election  for  the  ensuing  year,  of  whom  any  two  may 
serve;  and  would  also  proceed  to  vote  by  ballot  on  a  proposition  to  decrease  the 
membership  of  the  Board  of  Directors  from  thirty  to  twenty  seven. 

Jefferson  Clark,  William  P.  Dixon,  and  Norman  Henderson,  elected  at  the  last 
annual  meeting  to  be  Inspectors  of  Election  to  act  at  this  annual  meeting,  before 
entering  upon  the  discharge  of  their  duties,  were  severally  duly  sworn  to  faithfully 
execute  the  duties  of  Inspectors  at  such  meeting  with  strict  impartiality,  and  accord- 
ing to  the  best  of  their  ability,  and  the  oath,  so  taken,  was  duly  reduced,  to  writing, 
and  severally  subscribed  by  them. 

The  polls  were  thereupon  declared  open,  and,  after  remaining  open  for  one  hour, 
having  been  closed,  the  Inspectors  of  Election  reported  that  the  stockholders  own- 
ing 182290  shares  of  stock,  being  a  plurality  and  being  all  votes  cast  at  such  election, 
had  voted  in  favor  of  and  elected  the  following  named  persons,  none  others  having 
been  nominated,  to  serve  as  directors  for  three  years,  or  until  their  successors  are 


BUSINESS  REPORTS  AND   PROOF  MARKS 


403 


elected;  and  also  had  voted  in  favor  of  and  elected  the  following  named  persons, 
none  others  having  been  nominated,  to  serve  as  Inspectors  of  Election  at  the  annual 
meeting  to  be  held  in  1919: 


DIRECTORS: 
T.  DeWitt  Cuyler 
James  B.  Duke 
Daniel  Guggenheim 
Alexander  J.  Hemphill 
Walker  D.  Hines 
Edgar  L.  Marston 
William  C.  Potter 
John  S.  Runnells 
Harry  Payne  Whitney 


182290 
182290 
182290 
182290 
182290 
182290 
182290 
182290 
182290 


To  serve  for  three 
years  or  until  their 
successors  are  elected. 


INSPECTORS   OF  ELECTION    FOR    1919  MEETING: 

Jefferson  Clark                                          182290  To  serve  as  Inspectors 

William  P.  Dixon                                     182290  of  Election  at  the  an- 

Norman  Henderson                                  182290  nual  meeting  in  1919. 

The  Inspectors  of  Election  reported  also  that  stockholders  owning  a  majority 
of  the  stock  of  the  corporation,  being  all  the  stockholders  present  in  person  or  by 
proxy,  had  voted  in  favor  of  the  adoption  of  the  following: 


RESOLUTION: 

RESOLVED:  That  the  number  of  directors  of  Guaranty 
Trust  Company  of  New  York  be  reduced  from  thirty,  the  present 
number,  to  twenty  seven,  and  Article  I  of  the  By-laws  be  amended 
so  as  to  read  as  follows: 

"The  Board  of  Directors  of  this  Company  shall  consist  of 
twenty-seven  members.  At  each  annual  meeting  of  the  stock- 
holders, which  shall  be  held  on  the  third  Wednesday  of  January, 
nine  directors  shall  be  elected  to  serve  for  three  years,  or  until 
their  successors  are  elected." 

Accordingly,  as  a  result  of  such  balloting  and  electing,  the  Chairman  of  the 
meeting  declared  the  forenamed  persons  duly  elected  to  serve  as  directors  and  In- 
spectors of  Election,  and  the  foregoing  resolution  adopted,  as  above  stated. 

The  Inspectors  of  Election  thereupon  made  and  executed  their  certificate  in 
writing  of  the  result  of  the  vote  taken  at  this  meeting  for  nine  directors  to  serve  for 
three  years,  or  until  their  successors  are  elected,  and  of  three  Inspectors  of  Election 
for  the  ensuing  year;  and  the  said  certificate  together  with  the  oath  taken  and  sub- 
scribed by  them,  as  aforesaid,  was  directed  to  be  filed  immediately  in  the  office  of 
the  Clerk  of  the  County  of  New  York,  that  being  the  County  in  which  this  meeting 


404  THE  ENGLISH  OF  COMMERCE 

has  been  held.     A  verified  copy  of  the  minutes  of  the  meeting  was  also  directed 
to  be  filed  with  the  Secretary  of  State,  Superintendent  of  Banks,  and  the  Clerk  of 

the  County  of  New  York.  .  c-       ^      it  ^xt  t?u         .u 

Signed:     F.  W.  Ellsworth, 

Secretary. 
SECTION  50 

Proof  Marks. — The  most  useful  person  in  a  business  office  is  he  who 
can  turn  his  hand  to  the  largest  variety  of  tasks  at  a  moment's  notice. 
Some  knowledge  of  how  proofs  are  marked  for  correction  by  the 
printer  will  be  found  an  asset  by  almost  any  business  worker.  It  will 
be  especially  valuable,  naturally,  to  those  who  have  to  do  with  the 
preparation  and  manufacture  of  sales  and  advertising  literature. 

The  first  proofs  returned  by  the  printer  are  called  galley  proofs. 
They  are  long,  narrow  strips  with  wide  margins  on  which  to  indicate 
corrections.  The  next  proof  is  called  page  proof.  This  is  made  up 
in  regular  page  size,  and  is  corrected  according  to  markings  on  the 
galleys.  The  third  proof — if  there  is  a  third — is  called  foundry  or 
plate  proof.  This  is  the  final  proof  and  should  be  perfect,  as  cor- 
rections in  it  are  possible  only  with  difficulty.  The  marks  used  in 
proofreading  are  given  below.  It  is  a  good  plan  to  familiarize  your- 
self with  these  marks  in  the  correction  of  school  compositions.  Follow- 
ing the  proof  marks  are  specimen  pages  of  proof — the  first,  incorrect 
copy;  the  second,  marked  copy;  the  third,  correct  copy. 


Proo]  Reader's  Marks 


Place  tftese  Place  these 

marks  in  marks  on 


the  copy  the  margin  IJ  you  want  these  changes  made 

means  insertion. 

means  insert  the  letter  b. 

means  insert  the  word  hank. 

means  insert  a  hyphen. 

means  insert  a  period. 

means  insert  a  semicolon. 


/\  A 

/\  i/ 

A  </ 

/\  e 

V  V 

^    V  \^ 

V  ^ 


means  insert  marks  that  belong  above  the 
line. 

means  insert  an  apostrophe. 

means  insert  quotations. 

means  place  rule  under  word  or  words. 


y\      -/ 


/UaJU' 

/<T>  means  combine  letters  as  ligature- 

means  insert  dash. 


j^  means  transpose  the  letters  as  indicated: 

^  ^  "*       ytfi.  bu^ss,  trasnfer. 


> 


means  transpose  words  as  indicated:  He 
only/  has  one. 


means  allow  matter  to  remain  as  it  for- 
_    merly  was.     The  change  at  first  indi- 
/fjitX^  cated  is  not  desired.     Dots  are  placed 

under  proposed  change. 


405 


Place  these  Place  these 

marks  in  marks  on 


/ 


Proof  Reader's  Marks 

the  copy  the  margin  If  you  want  these  changes  made 

9^^   ^    means  take  out    altogether.     If  space    is  \ 
^         to  be  filled  with  other  matter,  it  can  be 
(^cU-XX^J      arrowed  in. 

when   it  is  desirable   to   transpose   whole 
-Mm.  sentences  or  paragraphs,  the  matter  to 

be   transposed   is  placed  in  parentheses 
and  arrowed  to  proper  position. 

means  bring  letters,  words,  or  other  matter 
down. 

means  bring  letters,  words,  or  other  matter 
up- 

means  reverse  an  upturned  letter. 

means  move  matter  to  right. 

means  move  matter  to  left. 

means  indent. 

means  more  space  at  place  indicated. 

means  less  space  between  letters. 

means  less  space  between. words,  or  between 
words  and  punctuation  marks. 

means  less  space  between  lines.    Followed 
by  Id.  or  lead,  it  means  take  out  lead. 

^>  ^\^f       means  more  space  between  lines. 

r/  ^^     Jk      means  make  spaces  equal. 

406 


/ 

J? 

2 

J 

t 

I 

0 

0 

/\ 

# 

Proof  Reader's  Marks 

Place  these  Place  these 

marks  in  marks  on 

the  copy  the  margin  If  you  want  these  changes  made 

I  I  means  straighten  margin. 

means  straighten  lines. 

means  straighten  alignment  of  letters. 

means  capitalize. 

means  small  capitals. 

means  italics. 

means  change  from  italics  to  roman. 

means  small  letters — lower  case  letters. 

means  letter  of  wrong  face  or  style  is  to  be 
changed* 

means  type  is  imperfect. 

means  take  out  flaws  caused  by  leads,  or 
other  blurs. 

means  new  paragraph. 

means   no   new  paragraph — matter  to  be- 
continued  as  one  paragraph. 

means  printer  has  not  followed  copy. 

means   something    is    not    understood    or 
something  is  questioned. 

means  set  in  center  of  page. 

means  carry  forward  to  next  line  or  page. 


407 


. 

' 

itdl 

/ 

X.c 

/ 
/ 

X 

/ 

X 

[ 

^ 

fu9 

C^J 

c 

vtiu*  fiV^A^ 

Incorrect  copy 


Copyright,  i»o4.  Printed  t»r 

by  The  John  C  Winston  Co, 

AdMe  MilUcent  South  Philadelphia 


Exercises  in  Proofreading 

BY 

Ad&lb  Millicbnt  Smith 


Exercise  V 

EARLY  PRINTING-PRESSES 

The  fisrt  printer  had  but  small  presses,  made  entirely 
of  wood.  There  power  also  was  slight  and  they  printed 
as  a  rule,  but  one  page  a  time,  the  screw  was  of  wood, 
and  worked  by  a  bar,"  much  thesameas  a  modren  napkin 
press.  The  chiefthing  was  to  obtain  an  even  surface  on 
the  "bed"  upon  wnich  the  page  of  type  rest;  and  seo- 
ondly,  an  even  surface  for  the  "Platen,"  whicq  was  low- 
ered as  the  bar  tur  nedthe  screw,  and  thus  pressed  the 
paper  upon  the  face, of  the  type.  The  eveness  Of  impres 
sion.as  well  as  colour  in  many  old  books,  show  th^t  this 
was  acomplished  with  grate  success,  and  proAes  what 

good  mecanicians  they  were  fore  hundred  years  ago. 

It  is  a  task  whih  we  could  not  accomplish  so  success- 
fully where  our  modem  tools  and  apliances  withdrawn 

There  was  nearly  always  two  workmen  to  one  press.  One 
"beat"  the  "Form,"  that  is  he  dabbed  two  big  soft  balls 
covered  with  ink  all  over  the  type;  the  other  placeg  the 
white  paper  on  the  "tympan,  and  ran  the  hole,  by  means 
of  a  whinch,  beneath  the  platen,  and  then  made  a  strong 
pull  at  the  bar. 

The  Pentateuch  op  Printing:  Blades 


408 


Marked  copy 


Copyriflht,  1904.  Phnted  by 

by  Th*  John  C  '\rilMtoii  Co. 

AM\t  UiUicaM  Soatb  PhilKldphi* 


EXBKCISSS  IN  FrOOPRBADING 


BY 
ADftLB  MlLUCBNT  SmITB 


EXBBCnB  Y— CORKBCTBD 

EARLY  PRINTING-PRESSES 

•*^  -*/  The  fi§rt  printei;^had  but  s^all  presses/ made  entirely  X  0? 

*Y  of  wood.    The**  power  also  was  slight  and  they  printet^  7/ 

mif  as  a  rule,  but  one  page^a  time.^e  screw  was  of  wood,  j^  c«^ 

^  and  worked  by  a^bar,"  much  th^feam^  a  modren  napkin  X  ta< 

=  •  ^ess.    The  chie^hing  was  to  obtain  an  even  surface  on  ZIZ 

4^  the  "bed"  upon  w;^ch  the  page  of  type  rest;  and^sej^  Jt^t/c/ 

ondly,  an  even  surface  for  the  "platen,"  whic/was  low-  -^-e.    9 

C  X  ered  as  the  bar  tuOie<}*h®  screw,  and  thus  pressed  tfae 

X  IZZ  parper  uTX)n  the  face  of  the  t)rpe.    The  evei^ess  of  impres^  '**'/*/•/ 

*/yj/  sion.as  well  as^colou^in  many  old  b£pks,  sho^that  this  tSt  s/ 

X.    V  '^/^  a<ymplished  with  grata  success,  and  pro/es  what  a>*x/9 

"V  I      food  me^anicians  they  were  io9%  hundred  years  ago.  "*«V 

-—  y  I      ^t  is  a  task  whjji  we  could  no^  accomplish  so  success-  '•**W:3 

^  fully  w)Iere  our  modem  tools  and  alliances  withdrawi^  //  Q 

O  *v«^  X  There  WiM  nearly  alw^fys  two  workmen  to  one  press.   One 

*•••   ?/  ^'beat"  the  •;^orm,"  that  is^  he  dabbed  two  big  soft  balls 

'^  covered  with  inlsySIl^Qve^the  type;  the  other  place^  the  *^ 

X   ^  white  paper  on  the  "tymp/n.^and  ran  the  ^ole,  by  meansL  «V 

>k  Amm.  qI  a  w)6nch,  beneath  the  platen,  and  then  made  a  strong 


"^         J»«H,at  tli«  bar. 


Th«  PpHTATBUCH  OF  Printing;  Blades  /v«»^/J6SA.» 


409 


Correct  copy 


^rintedby 
Tht  J<ftn  C  Winnoo  OlBk 


BZBRCISBS  IN  PrOOPRBADINO 

BY 

ADftlB  MiLUCBNT  SmITB 


t09H    -V 

EARLY  PRINTING-PRESSES 

The  first  printers  had  but  small  presses  made  entirelp 
of  wood.  Their  power  also  was  slight  and  they  printed,  as 
a  rule,  but  one  page  at  a  time.  The  screw  was  of  wood, 
and  worked  by  a  "bar,"  much  the  same  as  a  modem  nap- 
kin press.  The  chief  thing  was  to  obtain  an  even  stirface 
on  the  "bed"  upon  which  the  page  of  type  rested;  and, 
secondly,  an  even  surface  for  the  "platen,"  which  was 
lowered  as  the  bar  turned  the  screw,  and  thus  pressed  the 
paper  upon  the  face  of  the  type.  The  evenness  of  impres 
sion,  as  well  as  of  colour,  in  many  old  books,  shows  that 
this  was  accomplished  with  great  success,  and  proves  what 
good  mechanicians  they  were  four  hundred  years  ago.  It 
IS  a  task  which  we  could  not  now  accomplish  so  success- 
fully were  our  modem  tools  and  appliances  withdrawn. 

There  were  nearly  always  two  workmen  to  one  press. 
One  "beat"  the  "form,"  that  is,  he  dabbed  two  big  soft 
balls  covered  with  ink  over  all  the  type;  the  other  placed 
the  white  paper  on  the  "tympan,"  and  ran  the  whole,  by 
means  of  a  winch,  beneath  the  platen,  and  then  made  a 
strong  "pull"  ftt  the  bar. 

TbB  PBNTATBUCn  OP  PRINTING     Blodef, 


410 


CHAPTER  XI 

(Reference  Chapter) 

SECTION  51 

BUSINESS  FORMS 

Draw  the  papers  up,  I  pray  you,  so  particularly  tight. 
Thai  in  case  of  legal  battle  only  I  can  win  the  fight  I 

Business  Forms. — "Sign  here,  please"  is  a  warning  as  well  as 
a  direction.  No  one  should  sign  any  paper  whatever  unless  and 
until  the  form  and  content  of  it  are  perfectly  clear  to  him.  Every 
business  worker  should  be  able  to  recognize  at  sight  those  business 
forms  that  are  in  most  general  use.  He  should  know  exactly  the 
place  and  purpose  of  each  in  the  sphere  of  business  negotiation,  and 
he  should  be  able  to  fill  in  the  blank  spaces  of  each  safely  and  accu- 
rately. While  there  may  be  some  variation  in  the  phraseology  and 
make-up  of  a  single  kind  of  form,  according  to  the  tastes  or  policies 
or  customs  of  different  houses,  the  most  commonly  used  forms  will  be 
found  to  adhere  in  the  main  pretty  closely  to  type.  The  private 
individual  is  not  infrequently  called  upon  to  draw  up  business  forms 
for  his  own  personal  use.  The  business  employee  is  expected  to  be 
able  to  compose  and  revise,  to  file  and  assort,  to  pass  upon  and  exe- 
cute business  forms.  Some  of  these  may  be  peculiar  to  his  house, 
for  practically  every  business  house  finds  it  necessary  to  devise  cer- 
tain forms  special  to  its  own  uses.  Others  he  will  find  in  general 
use,  among  the  departments  of  his  own  house  as  well  as  among  the 
various  business  houses  of  the  country  and  of  the  world.  Space  per- 
mits the  reproduction  in  this  book  of  but  a  few  of  the  more  general 
business  forms.  But  these  are  sufficient  perhaps  for  the  beginner  in 
business.  For  the  more  special  forms,  as  well  as  for  a  greater  variety 
of  kinds,  the  business  student  must  look  to  the  subjects  of  study 
usually  comprised  under  the  heading  Commercial  Branches. 

4u 


Bank  check 


t£^^'!pfiiif>i^^^hf=i!fs(!M^^ 


?;fi-;X'^-;fVifi>;f;f;fi;f;fy;f9;^, 


Bank    draft 


*  a  s. 


t  

C2    n      /nCo/Zq 


.Pay  to  the  order  of 


111 


College  Ctirreney,  value  received,  and  eharge  same  to  account  of 

No. To 


Due- 


.Dollars, 


Promissory  note 


Y>^YY^V^VmV8tilV>^V8!^">Vy>lV^)»V<^^^VA^.«^<>:<'^■*li^1 


^Ja^Aecm^- 


y»i;vwwi;^g!;8;;a;*;^y»»^;^^ 


412 


Parcel  receipt  jorm 


Received  From 


For 

in  good  order  the  following  Packages. 


.19 


Bill  head 


....w..Va7««.**.«       NEW  YORK.. 


JULIUS    BLUMBERG. 

I^RINTER.    STATIONER.    UAW    BLANK    PUBI-ISHER. 


413 


General  receipt  form 


Special  receipt  form  for  monthly  rent 


of... 


TKRMS  or  IrCTTINC  ONE  MONTH   ONLY* 

NEW  YORK, jg 


from. 


for  one  month  ending. 


Mo„ 


Dollars  for  Rent 
Street, 


.19  - 


414 


Department  shop  sales  slip 


BlitSPKOMB  MOST  READ  AND  OBSEBVB 
THSSE  INSTBUCTIONS 


111  tm  »Htmt 


• 

be  pnwnwd  ia  cu*  uy  ■««•■ 
liMk»a«CMurr. 

THB  inx  BOST  Bt  nrr  Oil  pacxagb           | 

'^^XS£.y»^ 


^534  >^;^ 


•    ClwV 


Iirnni  cttcm  mu.»  t  < 


«1 

•UPUCATC       M.O.O. 

c.  o.  o. 

MfcM 

r*. 

sa4  21 

CM 

L..,        1 

w.e..i.o..ii'c  ro««  e>  . ' 

*oo-«..  x.e«-,                             1 

c 

*UB6^               o..o.^      g..o.g. 

Add~> 

r 

531       23 

*. 

z — 1  -     1 

-., 

534     03 

Folio 

—     r- 

Tou. 

•  "~  i*S,*^S'S??I,'S2Ti.^T3Siiir  •"- 1 

_ 

»»«,  TO  S»  I>t««J<.0  OK  ••ii,«i«ik«»             j 

I  TO  >«Y  TMg  wu.  ON  Dcuvarr 


415 


4l6  THE  ENGLISH  OF  COMMERCE 

Notice  of  protest 

Inttrb  ^at^B  of  Ammra. 
^taXt  of  Nm  flnrk. 

City  of  New  York, 

County  cf /  On  the day  of 19 

at  the  request  of 

I, a  Notary  Public  of  the  State  of  New  York, 

duly  commissioned  and  sworn,  dwelling  in did 

present  the  original hereunto  annexed, 

to 

at 

and  demanded thereof,  which  was  refused 

Ml^rr^ttfton  I,  the  said  Notary,  at  the  request  aforesaid,  did  ^nit^Bt,  and 
by   these    presents    do    publicly    and    solemnly    ^rot^Bt,    as    well    against    the 

Drawer      and  Endorser      of  the  said as  against 

all  others  whom  it  doth  or  may  concern,  for  exchange,  re-exchange  and  all  costs, 
damages  and  interest  already  incurred,  and  to  be  hereafter  incurred  for  want  of 
of  the  same. 

O^ifttB  Sott^  anb  frotMt^b  in  the  City  of  New  York,  aforesaid,  in  the  presence  of 
John  Doe  and  Richard  Roe,  witnesses, 

IN  TESTIMONIUM  VERITATIS. 


Notary  Public. 


Notice  of  protest 

New  York, 19 

PUaa?  to  tak^  Nntir?,  That  a  Promissory  Note  made  by 


for Dollars 

dated 

payable  at 

endorsed  by  you,  having  been  this  day  presented  for  payment  which  was  duly  de- 
manded and    refused,   is  protested   for   non-payment,  and   that   the  holder 
look      to  you  for  the  payment  thereof. 

Your  obedient  servant, 

Notary  Public. 
To 


BUSINESS  FORMS 


417 


Xttfteb  Btsittt  ot  An»rira, 

»taU  of  Nrm  fork. 

(SitQ  of  ^eta  fork. 


!• 


Notice  of  protest 
I, 


a  Notary  Public  of 

the  State  of  New    York,  duly  commissioned  and 

(Eattntg  of J  sworn,  do  hereby  Certify  that  on  the day  of 

one  thousand  nine  hundred  and due  notice  of  the  present- 
ment and  protest  of  the  said after  demand  and  refusal  of  pay- 
ment thereof,  by  notice,  partly  written  and  partly  printed,  signed  by  me,  was  given  by 

me  to  the respective  endorsers  of  the  said  instrument,  by  depositing 

the  same  in  the  Post  Office  at (prepaying  the  postage 

thereon),  duly  directed  and  superscribed  to  said 

endorsers,  as  follows,  to  wit :     To 


to  above  named  place      being  the  reputed  place      of  residence  of  the  person       to  whom 
such  notice  was  so  addressed,  and  the  Post  Office  nearest  thereto. 

JItt  QFfBttmnttg  MljrrPOf,  /  have  hereunto  set  my  hand  and  affixed  my 
official  seal  at 


Notary  Public, 


I 
I 


k,  ^  Qh  «^ 


4i8 


THE  ENGLISH  OF  COMMERCE 


No. 


Trade  acceptance 

i9--$ 

after pay  to  the  order  of  OURSELVES 

Dollars. 


The  obligation  of  the  acceptor  hereof  arises  out  of  the  purchase  of  goods  from  the 
drawer,  maturity  being  in  conformity  with  original  terms  of  purchase. 
To 


Due. 


19- 


rt  ^  4; 

^  I  I 

I  §  .1 

ft^  J  C/3 


BUSINESS  FORMS  419 

Lease 


Cl)i0  :ajjreement  between 


as  Tenant  WITNESSETH :— That  the  said  Landlord  let  unto  the  said 

Tenant      and  the  said  Tenant      hired  from  the  said  Landlord 

for  the  term 

to  be  used  and  occupied 

upon  the  conditions  and  covenants  following: 
1st.    That  the  Tenant      shall  pay  the  rent 

2ncl>    That  the  Tenant      shall  take  good  care  of  the  premises 

and  at  the  end  or  other  expiration  of  the  term,  shall  deliver  up  the  demised  premises 
in  good  order  or  condition,  damages  by  the  elements  excepted. 

3rd>  That  the  Tenant  shall  promptly  execute  and  comply  with  all  statutes, 
ordinances,  rules,  orders,  regulations  and  requirements  of  the  Federal,  State  and 
City  Government  and  of  any  and  all  their  Departments  and  Bureaus  applicable 
to  said  premises,  for  the  correction,  prevention,  and  abatement  of  nuisances  or 
other  grievances,  in,  upon  or  connected  with  said  premises  during  said  term;  and 
shall  also  promptly  comply  with  and  execute  all  rules,  orders  and  regulations  of  the 
New  York  Board  of  Fire  Underwriters  for  the  prevention  of  fires,  at 
own  cost  and  expense. 

4tha  That  the  Tenant  shall  not  assign  this  agreement,  or  underlet  or  under- 
lease the  premises,  or  any  part  thereof,  or  make  any  alterations  on  the  premises, 
without  the  Landlord  consent  in  writing;  or  occupy,  or  permit  or  suffer  the  same 
to  be  occupied  for  any  business  or  purpose  deemed  disreputable  or  extra-hazardous 
on  account  of  fire,  under  the  penalty  of  damages  and  forfeiture. 

5tfl>  That  the  Tenant  shall,  in  case  of  fire,  give  immediate  notice  thereof 
to  the  Landlord  who  shall  thereupon  cause  the  damage  to  be  repaired  forthwith; 
but  if  the  premises  be  so  damaged  that  the  Landlord  shall  decide  to  rebuild,  the 
term  shall  cease  and  the  accrued  rent  be  paid  up  to  the  time  of  the  fire. 

6th.  That  said  Tenant  agree  that  the  said  Landlord  and  Agents,  and 
other  representatives,  shall  have  the  right  to  enter  into  and  upon  said  premises, 
or  any  part  thereof,  at  all  reasonable  hours  for  the  purpose  of  examining  the  same, 


420  THE  ENGLISH  OF  COMMERCE 

or  making  such  repairs  or  alterations  therein  as  may  be  necessary  for  the  safety 
and  preservation  thereof. 

7th >    'The  Tenant      also  agree      to  permit  the  Landlord      or 
Agents  to  show  the  premises  to  persons  wishing  to  hire  or  purchase  the  same;  and 
the  Tenant      further  agree      that  on  and  after 

next  preceding  the  expiration  of  the  term  hereby  granted,  the  Landlord      or 
Agents  shall  have  the  right  to  place  notices  on  the  front  of  said  premises,  or  any 
part  thereof,  offering  the  premises  "To  Let"  or  "For  Sale,"  and  the  Tenant 
hereby  agree      to  permit  the  same  to  remain  thereon  without  hindrance  or  moles- 
tation. 

8th •  That  If  the  said  premises,  or  any  part  thereof,  shall  become  vacant 
during  the  said  term,  the  Landlord      or  representatives  may  re-enter 

the  same,  either  by  force  or  otherwise,  without  being  liable  to  prosecution  therefor; 
and  re-let  the  said  prerhises  as  the  Agent  of  the  said  Tenant  and  receive  the 
rent  thereof;  applying  the  same,  first  to  the  payment  of  such  expenses  as 
may  be  put  to  in  re-entering  and  then  to  the  payment  of  the  rent  due  by  these 
presents;  the  balance  [if  any]  to  be  paid  over  to  the  Tenant  who  shall  remain  liable 
for  any  deficiency. 

9th ■    That  In  case  of  any  damage  or  Injury  occurring  to  the  glass  in  the 

or  damage  and  injury  to  the  said  premises  of  any  kind  whatsoever,  said  damage  or 
injury  being  caused  by  the  carelessness,  negligence,  or  improper  conduct  on  the 
part  of  the  said  Tenant  Agents  or  Employees,  then  the  said  Tenant 

shall  cause  the  said  damage  or  Injury  to  be  repaired  as  speedily  as  possible  at 
own  cost  and  expense. 

lOtha  That  the  Tenant  shall  neither  encumber  nor  obstruct  the  sidewalk 
in  front  of,  entrance  to  or  halls  and  stairs  of  said  building,  nor  allow  the  same  to  be 
obstructed  or  encumbered  in  any  manner. 

11th.    The  Tenant      shall  neither  place,  or  cause,  or  allow  to  be  placed,  any 
sign  or  signs  of  any  kind  whatsoever  at,  in  or  about  the  entrance  to  said 
or  any  other  part  of  same,  except  in  or  at  such  place  or  places  as  may  be  indicated 
by  the  said  Landlord  and  consented  to  by  in  writing.     And  in  case  the 

Landlord      or  representatives  shall  deem  it  necessary  to  remove  any 

such  sign  or  signs  in  order  to  paint  the  or  make  any  other  repairs, 

alterations  or  improvements  in  or  upon  said  or  any  part  thereof, 

they  shall  have  the  right  to  do  so,  providing  they  cause  the  same  to  be  removed  and 
replaced  at  expense,  whenever  the  said  repairs,  alterations  or  im- 

provenients  shall  have  been  completed. 


BUSINESS  FORMS  42 1 

12tha  It  is  expressly  agreed  and  understood  by  and  between  the  parties  to 
this  agreement,  that  the  Landlord  shall  not  be  liable  for  any  damage  or  injury 
by  water,  which  may  be  sustained  by  the  said  Tenant  or  other  person  ;  or  for 
any  other  damage  or  injury  resulting  from  the  carelessness,  negligence,  or  improper 
conduct  on  the  part  of  any  other  Tenant  or  Agents,  or  Employees,  or  by  reason 
of  the  breakage,  leakage,  or  obstruction  of  the  Croton  Water  or  soil  pipes,  or  other 
leakage  in  or  about  the  said  building. 

13th.  That  if  default  be  made  in  any  of  the  covenants  herein  contained,  then 
it  shall  be  lawful  for  the  said  Landlord  to  re-enter  the  said  premises,  and  the 
same  to  have  again,  re-possess  and  enjoy.  The  said  Tenant  hereby  expressly 
waive  the  service  of  any  notice  in  writing  of  intention  to  re-enter,  as  provided 
for  in  §1505,  of  the  Code  of  Civil  Procedure  and  in  the  third  section  of  an  Act  entitled 
"An  Act  to  abolish  Distress  for  Rent  and  for  other  purposes"  passed  May  13,  1846. 


And  the  said  Landlord  doth  covenant  that  the  said  Tenant  on  paying  the 
said  yearly  rent,  and  performing  the  covenants  aforesaid,  shall  and  may  peaceably 
and  quietly  have,  hold  and  enjoy  the  said  demised  premises  for  the  term  aforesaid. 

And  it  is  further  understood  and  agreed,  that  the  covenants  and  agreements 
herein  contained  are  binding  on  the  parties  hereto  and  their  legal  representatives. 

In  tOitnt00  tOJ^tttOt  the  parties  hereto  have  hereunto  set  their  hands  and 

seals    this day    of one    thousand    nine 

hundred  and 

Sealed  and  delivered  in  the  presence  of 


Jn  (Con0ttlttdtfOn  of  the  letting  of  the  premises  within  mentioned  to  the 

within  named and  the  sum  of  one  dollar  to  me 

paid  by  the  part  of  the  first  part do  hereby  cov- 
enant and  agree,  to  and  with  the  part      of  the  first  part  above  named,  and 

legal  representatives,  that  if  default  shall  at  any  time  be  made  by  the  said 

in  the  payment  of  the  rent  and  performance  of 

the  covenants  contained  in  the  within  lease  on  part  to  be  paid  and  per- 

formed, that  will  well  and  truly  pay  the  said  rent,  or  any  arrears  thereof, 

that  may  remain  due  unto  the  said  part  of  the  first  part,  and  also  all  damages 
that  may  arise  in  consequence  of  the  non-performance  of  said  covenants,  or  either 
of  them,  without  requiring  notice  of  any  such  default  from  the  said  part  of  the 
first  part. 


422 


THE  ENGLISH   OF  COMMERCE 


lMitTit1i0 hand  and  seal  this day  of. 

in  year  one  thousand  nine  hundred  and 
Witness. 


^tate  of 


of. 


}ss.: 


r 

County  of I 

On  this day  of in  the  year 

one  thousand  nine  hundred  and before  me  personally  came 

to  me  known  and  known  to  me  to  he  the  individual      described  in  and  who  executed 

the  foregoing   instrument,    and acknowledged   to   me   that      he 

executed  the  same. 


BUSINESS  FORMS 
Will 


423 


being  of  sound  and  disposing  mind  and  memory,  and  considering  the  uncertainty  of 
this  life,  do  make,  publish  and  declare  this  to  he  my  last  (LQltll  and  ^t^t^XtXtUt 
as  follows,  hereby  revoking  all  other  and  former  Wills  by  me  at  any  time  made. 

First,  after  my  lawful  debts  are  paid,  I  give .  i- 

/  hereby  appoint 

to  be  Execut of 

this  my  last  Will  and  Testament. 

Jn  (lQlitnt00   dSlj^tttOt*   /  have  hereunto  subscribed  my  name,  and  affixed 

my  seal,  the day  of in  the  year 

one  thousand  nine  hundred  and 
Witnesses: 


Subscribed  by the  Testat named  in 

the  foregoing  Will,  in  the  presence  of  each  of  us,  and  at  the  time  of  making  such  sub- 
scription, the  above  Instrument  was  declared  by  the  said  Testat to  be 

last  Will  and  Testament,  and  each  of  us,  at  the  request  of  said  Tes- 
ta  and  in presence  and  in  the  presence  of  each  other,  signed 

our  names  as  witnesses  thereto. 

Residing 

Residing 

Residing 


S 

s 

S 


424  THE  ENGLISH  OF  COMMERCE 

Articles  of  co-partnership 

7ixiit\t&  of  i^gteement,  Ma^eme 

day  of  one  thousand  nine  hundred  and 

as  follows  :     The  said  parties  above  named  have  agreed  to  become  co-partners  in  business, 

and  by  these  presents  do  agree  to  be  co-partners 
together  under  and  by  the  name  or  firm  of 

in  the  buying,  selling  and  vending  all  sorts  of  goods,  wares  and 

merchandise  to  the  said  business  belonging,  and  to  occupy  the 

their  co-partnership  to  commence  on  the  day  of 

and  to  continue 

and  to  that  end  and  purpose  the  said 

to  be  used  and  employed  in  common  between  them  for  the  support  and  management  of 
the  said  business,  to  their  mutual  benefit  and  advantage,  j^tttl  it  is  agreed  by  and  between 
the  parties  to  these  presents,  that  at  all  times  during  the  continuance  of  their  co-partner- 
ship, they  and  each  of  them  will  give  their  attendance,  and  do  their  and  each  of  their 
best  endeavors,  and  to  the  utmost  of  their  skill  and  power,  exert  themselves  for  their  joint 
interest,  profit,  benefit  and  advantage,  and  truly  employ,  buy,  sell,  and  merchandise 
with  their  joint  stock,  and  the  increase  thereof,  in  the  business  aforesaid,  j^tttl  dl0O* 
that  they  shall  and  will  at  all  times  during  the  said  co-partnership,  bear,  pay  and  dis- 
charge equally  between  them,  all  rents  and  other  expenses  thai  may  be  required  for  the 
support  and  management  of  the  said  business  ;  and  that  all  gains,  profit  and  increase, 
that  shall  come,  grow  or  arise  from  or  by  means  of  their  said  busirtess  shall  be  divided 
between  them 

and  all  loss  that  shall  happen  to  their  said  joint  business  by  ill-commodities,  bad  debts 
or  otherwise  shall  be  borne  and  paid  between  them 

jSlnti  it  is  agreed  by  and  between  the  said  parties,  that  there  shall  be  had  and  kept 
at  all  times  during  the  continuance  of  their  co-partnership,  perfect,  just,  and  true  books 
of  account,  wherein  each  of  the  said  co-partners  shall  enter  and  set  down,  as  well  all 
moneys  by  them  or  either  of  them  received,  paid,  laid  out  and  expended  in  and  about  the 
said  business,  as  also  all  goods,  wares,  commodities  and  merchandise,  by  them  or  either 
of  them,  bought  or  sold,  by  reason  or  on  account  of  the  said  business,  and  all  other  mat- 
ters and  things  whatsoever,  to  the  said  business  and  the  management  thereof  in  anywise 
belonging  ;  which  said  book  shall  be  used  in  common  between  the  said  co-partners,  so 
that  either  of  them  may  have  access  thereto,  without  any  interruption  or  hindrance  of  the 
other,    j^nll  dl0O*  the  said  co-partners,  once  in 

or  oftener  if  necessary,  shall  make,  yield  and  render,  each  to  the  other,  a  true,  just  and 
perfect  inventory  and  account  of  all  profits  and  increase  by  them  or  either  of  them,  made. 


BUSINESS  FORMS 


425 


and  of  all  losses  by  them  or  either  of  them,  sustained  ;  and  also  all  payments,  receipts, 
disbursements  and  all  other  things  by  them  made,  received,  disbursed,  acted,  done,  or 
suffered  in  this  said  co-partnership  and  business ;  and  the  same  account  so  made,  shall 
and  will  clear,  adjust,  pay  and  deliver,  each  to  the  other,  at  the  time,  their  just  share  of 
the  profits  so  made  as  aforesaid. 

i^ntl  the  said  parties  hereby  mutually  covenant  and  agree,  to  and  with  each  other, 
that  during  the  continuance  of  the  said  co-partnership,  of  them  shall  nor 

will  endorse  any  note,  or  otherwise  become  surety  for  any  person  or  persons  whomsoever, 
nor  will  sell,  assign,  transfer,  mortgage  or  otherwise  dispose  of  the  business  of  the  co- 
partnership, nor  each  of  share,  title  and  interest  therein  without  the  written 
consent  of  the  parties  hereto.  And  at  the  end  or  other  sooner  termination  of  their  co- 
partnership the  said  co-partners  each  to  the  other,  shall  and  will  make  a  true,  just  and 
final  account  of  all  things  relating  to  their  said  business,  and  in  oil  things  truly  adjust 
the  same  ;  and  all  and  every  the  stock  and  stocks,  as  well  as  the  gains  and  increase  thereof, 
which  shall  appear  to  be  remaining,  either  in  money,  goods,  wares,  fixtures,  debts  or 
otherwise,  shall  be  divided  between  them 


o 


state  of 

of. }ss. 

County  of. 

On  the day  of in  the  year 

one  thousand  nine  hundred  and before  me  personally  came 

• 

to  me  known,  and  known  to  me  to  be  the  individual      described  in  and  who  executed  the 

foregoing  instrument,  and acknowledged  to  me  that      he      executed 

the  same. 


426 


THE  ENGLISH  OF  COMMERCE 
Contract  form 


iarticles  of  :affrcement. 


Between 


and 


of  the  first  part, 
of  the  second  part, 


The  part  of  the  first  part,  in  consideration  of 

covenant      and  agree      to 

The  part  of  the  second  part,  in  consideration  of 

covenant      and  agree 

Jn  ^Lfllttnt0!S^  ^^l^tttOt*  the  parties  hereunto  have  set  their  hands  and  seals 
the  day  of  in  the  year  one  thousand  nine 

hundred  and 

Sealed  and  delivered  in  the  presence  of 


ft 

c 

o 


@itate  of 


of. 


\ss* 


County  of ) 

On  the day  of in  the  year 

one  thousand  nine  hundred  and before  me  personally  came 

to  me  known,  and  known  to  me  to  he  the  individual      described  in  and  who  executed 

the  foregoing   instrument,    and acknowledged    to    me    that      he 

executed  the  same. 


BUSINESS  FORMS  427 

Power  of  attorney 

I^notD   all  fl^en  bp  t^t&t  0regent0, 

THAT 

have  made,  constituted  and  appointed,  and  by  these  presents  do  make,  constitute  and 
appoint 

true  and  lawful  attorney     for      and  in      name,  place  and  stead 

giving  and  granting 
unto  said  attorney     full  power  and  authority  to  do  and  perform  all  and 

every  act  and  thing  whatsoever  requisite  and  necessary  to  be  done  in  and  about  the  prem- 
ises, as  fully  to  all  intents  and  purposes,  as  might  or  could  do  if  personally 
present,  with  full  power  of  substitution  and  revocation,  hereby  ratifying  and  coniirming 
all  that  said  attorney  or  substitute  shall  lawfully  do  or  cause 
to  be  done  by  virtue  hereof. 

In  (lSiitnt00  dSlj^tttOt*       have  hereunto  set  hand      and  seal      the 

day  of  in  the  year  one  thou- 

sand nine  hundred  and 

Sealed  and  delivered  in  the  presence  of 


&tatt  ot 

County  of 


I  ss.:      15t  it  ItnOtDU*  That  on  the  day 

of  one  thousand  nine  hundred  and 

before  me 

a  Notary  Public  in  and  for  the  State  of 

duly  commissioned  and  sworn,  dwelling  in  the 

personally  came  and  appeared 

to  me  personally  known,  and  known  to  me  to  be  the  same 
person  described  in  and  who  executed  the  within  Power  of 
Attorney,  and 

acknowledged  the  within  Power  of  Attorney  to  be 
act  and  deed. 

In  '2te0timOnp  dfllJereOt,  /  have  hereunto  sub- 
scribed  my  name  and  affixed  my  seal  of  office  the  day  and 
year  last  above  written. 


428 


THE  ENGLISH  OF  COMMERCE 


Po 

ik> 

H 

c 

^ 

o 

^*-4 

^4-^ 

« 

M-^ 

o 

fe 

B 

o 

T> 

^ 

Dat 

Affidavit 


iltaie  of  Stm  ^orl^ 


]~ 


being  duly  sworn,  uys  that 


Swom  to  hifon  Mr,  this 

of rp 


.^1 


INDEX 


a  and  an,  76 

Abbreviations,  375-387 

Abstract  noun,  27 

Accent,  44;  46 

Accuracy,  11 

Acknowledgment,  177;  letter  of,  207-209 

Addison,  quoted,  289 

Additive  connectives,  60 

Address,  in  letters,  154-158 

Addresses,  344 

Adjective,  32;  after  verb,  80;  dause,  61; 
phrase,  59 

Adjustment,  letter,  212-218;  right  kind,  217; 
with  acknowledgment,  213;  wrong  kind,  216 

Adverb,  35 

Adverbial,  clause,  61;  connectives,  61;  phrase, 
59 

Adverbs,  transitional,  123 

Advertisement,  blind,  183;  classified,  294 

Advertisements,  newspaper  and  magazine,  278 

Advertising,  288-319;  campaigns,  316-317; 
cautions,  307-308;  certified,  294;  character 
copy,  310;  classified,  294;  clauses,  103-104; 
coherence,  306-307;  color,  305;  connections, 
316;  copy,  298;  300-301;  display,  297; 
emphasis,  303-306;  focus,  303;  globe,  n.  y., 
311;  GOODRICH,  296;  headlines,  299;  himian- 
interest,  310;  keying,  314-315;  kinds,  294; 
layout,  298;  300;  literature,  352-374;  local, 
278;  295;  localized  national,  278;  mediums, 
294;  national,  278;  295;  phrases,  60;  67-69; 
policies,  317-318;  prospect,  291-292;  pub- 
licity, 295;  reason- why,  312;  repetition  in, 
304;  retail,  295;  sense-api)eal,  313;  sentences, 
103-104;  styles,  295-297;  tests,  314-315; 
trade-marks,  302 ;  unity,  299-303;  wholesale, 
295;  words,  9;  10;  23 

Advertising  and  Selling  Practice,  review,  140 

/Etna  Life  Insurance  Company,  quoted,  109; 
227 

Affidavit,  428 

Affirmation,  adverbs  of,  35 

again,  70 

Agencies,  newspaper,  264 

all,  77 

Allegory,  102 

Alliteration,  loi 

Allusion,  101 

along  with,  77 

Alphabetical  filing,  251 

ALPHABETICAL  INDEXING,  illustration,  250 

Alphabetizing,  246-249 

Amberg  File  and  Index  Co.,  quoted,  246;  249 

an  and  a,  76 


and  which,  81 

Angier  Mills  letters,  225;  228-229 

Anglo-Saxon,  22 

Announcements,  sales,  365;  369;  sodal,   176- 

177 
Anticlimax,  loi 
Antithesis,  102 
Antonym,  6 
any,  76 
anybody,  76 

Apostrophe,  figure,  100;  mark,  41 
Appeals,  112-113 
Application,  letter  of,  183-187 
Approach,  in  selling,  331-333 
Archaism,  9 
Argiiment,  141 
Article,  32 
Article,  leading,  271 
Articles  of  co-partnership,  424-425 
as,  82 

as  good  as,  72 

Assorting  box  for  piling,  illustration,  247 
as  well  as,  77 
Attitude,  in  business  talk,  321;    327-336;    in 

sales  letter,  219 
Attorney,  power  of,  427 
Autoplate,  267 
Auxiliary  verb,  $3 

Balanced  sentence,  65 

Bank  check,  draft,  412 

Barbarism,  8 

Bamum,  P.  T.,  quoted,  353 

Barrett,  George  E..  quoted,  139 

Beat,  newspaper,  264 

Bennett,  James  Gordon,  quoted,  360 

Bentham,  Jeremy,  quoted,  59 

between,  79 

Bill  head,  413 

Blind  advertisement,  183 

Blind  headlines,  276 

Blocked  paragraph,  106-108 

Body,  of  letter,  159 

Booklets,  353;  355-356;  361;  371 

Book  review,  140 

Books  about  words,  10  (footnote) 

Boxed  heads,  128-129 

Brackets,  93 

Breathing,  322 

"Bromides,"  183 

Bundle  slips,  353;  367 

Business,  abbreviations,  375-387;  dress,  345; 
forms,  411-428;  letter,  148-254;  literature, 
352-374;  paragraph,  106-147;  reports,  401- 


429 


430 


INDEX 


404;  sentence,  56-105;  talk,  320-351;  terms, 
392-400;  word,  1-55 

Business  forms,  411-428;  affidavit,  428;  bill 
head,  413;  check,  412;  contract,  426;  co- 
p)artnership,  424-425;  draft,  412;  lease,  419- 
422;  power  of  attorney*  427;  promissory 
note,  412;  protest,  416-417;  receipts,  413- 
414;  sales  slip,  415;  trade  acceptance,  418; 
will,  423 

but,  71 

but  also — not  only,  80 

Butz,  Ralph  H.,  quoted,  122 

Cablegrams,  244-245 

Cable  regvdations,  195;  198 

Calendars,  353;  367-368 

Campaigns,  advertising,  316-317 

Capital,  39-41 

Carlyle,  Thomas,  quoted,  321 

Cartoons,  276 

Case,  30 

Catalogs,  353;  358-359 

Cautions,  in  advertising  copy,  307-308;  in 
composition  types,  144;  in  letter  writing, 
164-167;  in  sales  literature,  372-373;  in 
written  form,  41-42 

Center  heads,  128;  130 

Certified  advertisement,  294 

Character  copy,  310 

Character  type,  illustration,  305 

Check,  bank,  412 

Chicago  Record  Herald,  quoted,  272-273 

Chronological  order,  134 

Circulars,  355 

Claim,  letter,  209-212;  letter  inviting,  211; 
wrong  kind,  212 

Classes,  word,  6 

Classified  advertisement,  294 

Clause,  60;  advertising,  103-104;  restrictive, 
78;  89 

Clearing-house,  New  York,  illustration,  57 

Climax,  loi 

Closed  punctuation,  157 

Closing,  of  letters,  159-160;  illustrations  of ,  161 

Coherence,  illustration  of,  123-127;  in  adver- 
tising copy,  306-307;  in  business  talk,  340- 
342;  in  paragraph,  122-127;  in  sentence,  75- 
83;  method  of,  123 

Coined  words,  8 

Collection  letter,  233-239 

Collective  noun,  27;  77 

Colloquialism,  8  ^ 

Colon,  91 

Color,  in  advertising,  305 

Combinations,  awkward,  96 

Comma,  88-90 

Commercial  casualty  letter,  203 

Commercial  terms,  392-400 

Common  gender,  29 

Common  noun,  27 

Commodity,  289-291 

Comparative  d^ree,  32-33 

Comparative,  double,  71      ' 


complaint,  209 

Complete  predicate,  61 

Complete  subject,  61 

Complex  sentence.  62-64 

Compound,  adverb,  35;   preposition,  36;    sen- 5 

tence,  62-63 
Compound-complex  sentence,  62 
Condition  connectives,  61 
Conjunction,  35 
Conjunctions,  transitional,  122 
Connecting  words,  35 
Connections,  advertising,  316;  sales  literati 

370-372 
Connectives,  60-61 
Connotative  words,  6 
Constructions,  unnatural,  96 
Contract  form,  426 
Contrast,  for  emphasis,  120 
Contrasting  connectives,  60 
Co-ordinate,  clause,  60;   conjunction,  35; 

nection,  60 
Co-p)artnership,  articles  of,  424-425 
Copy,    advertising,    298;     300-301;     cautions, 

307-308;    coherence  in,  306-307;    emphasis 

in,  303-306;    unity  in,  299-303;   focus,  296; 

303;    human-interest,  310;    newspaper,  270; 

novelty,  368;  reason- why,  3 1 2 ;  sense-appeal, 

313;  testimonial,  364 
Correct  idioms,  98-100 
Correlative  conjunction,  35 
Correlative  connectives,  60 
Corrupt  forms,  1 1 
Courtesy,  119 

Credit,  information,  200;  inquiry,  197 
Cross  indexing,  249 
Curiosity,  115 

Curtis  Publishing  Company,  facts,  86 
Cut,  276 
Cut-in  heads,  128-129 

Daily  mail,  174-175 

Dash,  91-92 

Data,  in  letter,  160-164 

Dead  headlines,  276 

Dealer-help  letter,  227;  230-233 

Dealer-information  letter,  201 

Decked  headline,  275 

Declarative  sentence,  62 

Deductive  order,  124 

Definite  article,  32 

Degrees  of  comparison,  32-33;  35 

Demonstrative  pronoun,  27 

Denotative  words,  6 

Dependent  clause,  60 

Descriptive  adjective,  32 

Description,  136 

Dictaphone,  illustration,  357 

Dictionary,   importance  of,    i;  signs  in,   386; 

words  in,  2 
Direct  application,  183;  186-187 
Display  advertising,  297 
"Don'ts,"  newspaper,  272-273 
Double  comparative,  71 


INDEX 


431 


Double  negative,  71 

Draft,  bank,  412 

Drake,  Maxwell,  quoted,  222-223 

Dress,  business,  345 

each,  76-77 

each  other,  77 

Eastman  booklet,  illustration,  361 

Editor  and  Publisher,  quoted,  278 

Editorials,  271;  274 

Eflficiency  and  industry,  116 

either,  76-77 

Electrical  Merchandising,  quoted,  119;  142-143 

Emotion  words,  36 

Emphasis,  illustrations  of,  1 21-122;  in  adver- 
tising copy,  303-306;  in  business  talk,  339- 
340;  in  paragraph,  120-122;  in  sentence,  73- 
75 ;  method  of,  120 

Enunciation,  324 

Envelope,  1 70-1 71 

Envelope  stuffers,  365 

Epigram,  102 

Epithet,  102 

Essex  cars,  112 

Euphemism,  loi 

every,  76 

everybody,  76 

Exclamation  point,  88 

Exclamatory  sentence,  62 

Explanatory  words,  35 

Exposition,  138 

Fable,  102 

Facts  about  Curtis  Publishing  Company,  86; 
Marshall  Field  Company,  69-70;  Sears, 
Roebuck  Company,  93-94;  F.  W.  Wool- 
worth,  85-86 

Fast  train,  letters,  125-126 

Feature  story,  270-271 

Feminine  gender,  29 

Figiu-es  of  speech,  100-103 

Filing,  250-253 

Final  punctuation,  87 

Financial  district,  New  York,  illustration, 
xviii 

First  person,  30 

Flash  headline,  275 

Flat  filing,  251 

Focus,  advertising  copy,  303 

Fold,  of  letters,  171-172 

Folders,  355 

Follow-up,  letter,  224-233 

Foreign  phrases,  390-392 

Foreign  words,  7;  22;  388-389 

Form  letter,  227;  229 

Formal  notes,  176-177 

Forms,  business,  411-428;  corrupt,  11 

Franklin  Simon  &  Co.,  annovmcement,  369 

French  idiom,  97;  103 


Gender,  29 

General  description,  137 

General  recommendation, 


188 


(Jeneric  words,  6 

Geographical  filing,  251-252 

Geographical  Filing,  illustration,  252 

Gerund,  case  before,  32;  80 

get,  96 

Globe,  N.  Y.,  advertisement,  311 

Goodrich  tires,  illustration,  296 

Grammar  vs.  reading,  121 

Groups,  word,  3 

Guaranty  Trxist  Co.,  report,  401-403 

Habit,  newspaper  and  magazine,  281 

Hanging  paragraph,  106-108 

Harvey  letters,  234-238 

Heading,  in  letters,  153-154 

Headlines,  advertising,  299;  decked,  flash, 
jiunp,  scare,  275;  blind,  dead,  276;  in  ad- 
vertisements, 297 

Heads,  128-131 

Hendiadys,  101-102 

Homonym,  6 

Hotel  Pennsylvania,  announcement,  369 

House  organs,  353;  359;  362-363 

Human-interest  copy,  310;  story,  270-271 

Hyphen,  37-39 

Idiom,  97 

Idioms,  list  of,  98-100 

»/,  81 

Illustrations,  character  type,  305;  dicta- 
phone, 357;  Eastman  Kodak,  361;  filing, 
247;  248;  250;  252;  Goodrich  tires,  296; 
letterheads,    155;     letter  conclusions, 

161;  linotype,  258-259;  266;  277;  MAGA- 
ZINE TITLES,  287;  MAN  WHO  SAYS  THAT 
everybody's  BUYING,  348;  MAN  WHO  SAYS 
THAT  NOBODY  WANTS  TO  BUY,  349;  NEWS- 
PAPER TITLES,  286;  New  York  clearing- 
house, 57;  New  York  stock  exchange, 
107;   New  York  financial  district,  xviii; 

NOISELESS  typewriter,  I36;    PLANT  ORGANS, 

363;  prest  o  change,  i35;  printing  press, 
257;  Sears,  Roebuck  catalog,  360;  slugs, 
265;  trade-marks,  302;  Van  Raalte  ad- 
vertising COPY,  300-301 

Illustrations,  newspaper  and  magazine,  276 

Imperative  sentence,  62 

in  addition  to,  77 

in  company  with,  77 

Incorrect  idioms,  98-100 

Indefinite  article,  32 

Indented  paragraph,  106-108 

Independent  clause,  60 

Indexing,  249-250 

Indirect  appUcation,  183-185 

Inductive  order,  124 

Industry  and  efficiency,  116 

Infinitive  phrase,  59 

Infinitive,  split,  83 

Information,  letter  of,  195-201 

Inquiry,  letter  of,  194-197 

Inserts,  353;  365 

Inside  address,  in  letters,  154-158 


432 


INDEX 


Interest,  in  sales  talk,  328 

Interjection,  36 

Internal  punctuation,  88 

Interrogative  pronoun,  27 

Interrogative  sentence,  62 

Interviews,  newspaper,  273;  sales,  332;  334;  343 

Introduction,  card  of,  190;   letter  of,  189-192 

Introductory  paragraph,  124 

Inventions,  word,  8 

Invitations,  176-177 

Irregular  verb,  33 

Item,  news,  270-271 

Journal  of  Heredity,  quoted  2 
Jump  headline,  275 

Kant  Slip,  quoted,  143-144 
Keily-Springfield  house  organ,  quoted,  143-144 
Key  word,  119 
Keying,  advertising,  314--31S 
kind,  76 

Kinds,  advertising,  294;  sales  literature,  353 
Knowledge,  advertiser's,  290;  salesman's,  327- 
328 

Latin,  23;  abbreviations,  377;  prefixes,  24; 
roots,  24;  suffixes,  25 

Layout,  298;  300 

Lead,  271 

Lead,  268-269 

Leading  article,  271 

Leaflets,  355 

Lease,  419-422 

Letter  conclusions,  illustration,  161 

Letterheads,  illustration,  155 

Letters,  acknowledgment,  177;  207-209;  ad- 
dress in,  154-158;  adjustment,  212-218; 
advertising,  364-366;  ^tna  Life,  277;  An- 
gler Mills,  225;  228-229;  application,  183- 
187;  body  of,  159;  business,  148-255;  cautions, 
164-167;  claim,  209-212;  closing  of,  159- 
160;  collection,  233;  commercial  casualty, 
203;  credit,  197;  200;  dealer-help,  233; 
dealer  information,  201;  enclosures,  162; 
envelope,  170-171;  fold,  1 71-172;  follow-up, 
224;  form,  227;  229;  Harvey,  234-238; 
heading  of,  153-154;  information,  195-201; 
inquiry,  194-197;  letterheads,  155;  news- 
pap)er,  181-182;  notification,  202-204;  official, 
178-181;  order,  205-207;  Packard,  201 ;  230- 
232;  parts  of,  153-170;  picture,  167-168; 
recommendation,  188-189;  remittance,  172- 
174;  207;  sales,  122;  219-224;  salutation  in, 
158-159;  semi-business,  178;  signature,  160- 
161;  social,  176-177;  special  data,  160-164; 
stationery,  172;  worst,  151 

Letter- writirig,  baby  rules,  113;  grown-up  rules, 
114 

like,  82 

Limiting  adjective,  32 

Linotype,  266;  illustration  of,  277 

Linotype  keyboard,  illustration,  266 

Linotype  matter,  illustration,  258;  259 

Literature,  sales  and  advertising,  352-374;  an- 


nouncements, 365;  369;  booklets,  353;  355- 
356;  361;  371;  bundle  slips,  353;  367;  calen- 
dars, 353;  367-368;  catalogs,  353;  358-359; 
cautions,  372-373;  circulars,  355;  connec- 
tions, 370-372;  envelope  stuffers,  365;  fold- 
ers, 355;  house  organs,  353;  359;  362-363; 
inserts,  353;  365;  kinds,  353;  leaflets,  355; 
letter,  advertising,  364-366;  mail  order,  358- 
360;  novelties,  353;  367-368;  pamphlets, 
355;  parcels,  353;  367;  prospectuses,  355;  pur- 
poses, 354;  rate  cards,  366;  testimonial,  364 

Local  advertising,  278;  295 

Localism,  7 

Localized  national  advertising,  278 

Loose  sentence,  64 

Magazine  (see  newspaper),  256-287 

Magazine  of  Wall  Street,  quoted,  139 

Magazine  titles,  illustration,  287 

Mail,  daily,  174-175 

Mailbag,  quoted,  109;  122;  222-223;  227 

Mail  order  catalogs,  358-360 

Make-up,  newspaper  and  magazine,  267-269 

Man  who  says  that  everybody's  buying, 
illustration,  348 

Man  who  says  that  nobody  wants  to  buy, 
illustration,  349 

Management,  newspaper  and  magazine,  263-266 

Manners,  business,  346 

Manufacture,  newspaper,  266 

Marks,  proof,  401;  404;  405-410 

Marshall  Field  Company,  facts,  69-70;  book- 
lets, 371 

Masculine  gender,  29 

Mediums,  advertising,  294 

Merchandising,  290 

Metaphor,  100 

Metonymy,  loo 

Minutes,  401-404 

Mixed  figures,  102-103 

Modifiers,  agreement  of,  76;  placement  of,  75 

Morgue,  newspaper,  264 

Motion  words,  33 

Motor  Age,  quoted,  140 

much,  76 

Murta,  Duke,  quoted,  109 

Name  words,  27 

Narration,  133 

National  advertising,  278;  295 

Negation,  adverbs  of,  35 

Negative,  double,  71 

neither,  76-77 

Neuter  gender,  29 

New  words,  8 

News,  agencies,  264;  article,  271;  beat,  264; 
feature  story,  270-271;  headlines,  275-276; 
human-interest  story,  270-271;  item,  270- 
271;  lead,  271;  paragraph,  271;  record,  270; 
scoop,  264;   stories,  269-274 

Newspaper,  advertisements  in,  278;  and  maga- 
zine, 256-287;  beat,  264;  cartoons,  276; 
copy,  270;   don'ts,  272-273;   editorials,  271; 


INDEX 


433 


274;  habit,  281;  headlines,  275-276;  illus- 
trations in,  276;  interviews,  273;  leading 
article,  271;  letter,  181-182;  make-up,  267- 
269;  management,  263-266;  manufacture, 
266;  morgue,  264;  paragraph,  271;  policy, 
280-281;  power,  282;  rules,  275;  scoop,  264; 
stories,  269-274;  sub-titles,  261;  titles,  261; 
286-287;  value,  281-282;  "yellow,"  280 

nobody,  76 

Noiseless  typewriter,  136 

Noiseless  typewriter,  illustration,  136 

Nominative  case,  30 

none,  76-77 

Note,  promissory,  412 

Notice  of  protest,  416-417 

Notification,  letter  of,  202-204 

not  only — hut  also,  80 

Noun,  27;  clause,  61;  phrase,  59 

Novelties,  advertising,  353;  367-368 

Novelty  copy,  368 

Number,  27 

Numeric  indexing,  252 

Objective  case,  30 
Official  letters,  178-181 
Old  words,  9 
one  another,  77 
Onomatopoeia,  loi 
Open  punctuation,  157 

Order,  chronological,  134;   deductive,  124;   in- 
ductive, 124;  letter  of,  205 
Organs,  house,  133;  353;  359;  362-363 
out,  70 

Outlines,  topical,  117 
over,  70 

Packard  letters,  201;  230-232 

Page,  C.  W.,  advertisement,  311 

Paint,  290-291 

Pamphlets,  355 

Parable,  102 

Paradox,  102 

Paragraphs,  blocked,  106-108;  business,  106- 
147;  coherence  in,  122-127;  editorial,  274; 
emphasis  in,  120-122;  hanging,  106^108; 
indented,  106-108;  introductory,  124;  news- 
paper, 271;  plan  in,  iii;  purpose  in,  ^10; 
styles  of,  106-109;  summary,  124;  Irzinsi- 
tional,  124;  imity  in,  11 8-1 19;  variety. in, 
127-131 

Parallel  sentence,  65 

Parcel  receipt,  413 

Parcel  sales  materials,  353;  367 

Parentheses,  93 

Participial  conclusion,  in  letters,.  166 

Participial  phrase,  59  ^ 

Period,  87 

Periodic  sentence,  64-65 

Periodical,  260 

Person,  30 

Personal  pronoun,  declined,  30;  defined,  27 

Personality,  348-349 

Personification,  100 


"Pet"  expressions,  96 

Phrasal  adverb,  35 

Phrasal  preposition,  36 

Phrase,  59-60 

Phrases,  advertising,  67-69;  foreign,  390-392; 
idiomatic,  98;  stereotyped,  149-150;  transi- 
tional, 123 

Picture  words,  32 

Plan,  in  paragraph,  111-117;  in  selling,  333-336 

Plans,  topical,  117 

Plant  organs,  113;  353;  359;  362-363 

Plant  organs,  representative  titles,  illus- 
tration, 363 

Plural  number^  27-29 

Policies,  advertising,  317-318;  newspaper  and 
magazine,  280-281 

Position,  for  emphasis,  120 

Positive  degree,  32-33 

Possessive  case,  30 

Postage,  171 

Power,  newspaper,  282 

Power  of  attorney,  427 

Predicate,  61;  agreement  of,  76  , 

Prefixes,  24;  50  \, 

Preposition,  35 

Prepositional  phrase,  |9 

'Trest  0  change,'"  i34-^i3S 

Prest  o  change,  illustration,  135 

Principal  clause,  60 

Printing  press,  267;  illustration  of,  257 

Promissory  note,  412 

Pronoun,  27 

Pronouns,  transitional,  123 

Pronunciation,  44;  323-324 

Proof  marks,  401 ;  404;  405-410 

Proof-reading,  404-410  ' 

Proper  noun,  27 

ProjHDrtion,  for  emphasis,  1 20 

Propriety,  12  *  ^ 

ProsE)ect,  advertising,  291-292;  selling,  331 

Prospectuses,  355  "* 

Protest,  notice  of,  416-417  *^  ^ 

Provincialism,  7 

Publicity,  295 

Punctuation,  final,  87;  internal,  88;  open  and 
closed,  157;  oral,  324-325  ' 

Purpose,  in  paragraph,  iio-i II 

Purposes  of  sales  literature,  354 

Question  mark,  88  \ 

Quotation  marks,  92 

Railroad  Man's  Magazine,  rate  card,  366 

Rate  cards,  366  • 

Reading  vs.  grammar,  121 

Reason-why  copy,  312 

Receipt,  general,  414;  parcel,  413;  rent,  414 

Recommendation,  letter  of,  188-189 

Record,  news,  270 

Regular  verb,  33 

Regulations,  cable,  195;  198 

Relative  pronoun,  27 

Remittances,  in  letter,  172-174;  letter  of,  207 


\ 


434 


INDEX 


Rent  receipt,  414 

Reo  cars,  108 

Repetition,  for  emphasis,  120;   in  advertising, 

304;  monotonous,  96 
Reports,  401 

Restrictive  clause,  78;  89 
Resulting  connectives,  60 
Retail  advertising,  295 
Reuter,  Julius,  264 
Review,  book,  140 
Rhyme,  96 
Rhythm,  95 
Roots,  24 
Rtdes,  27s 
Rules  for  apostrophe,  41;  capital,  39-41;  copy, 

270;  hyphen,  37-39;  letter  writing,  113;  114; 

plural,  27-29;  possessive,  30-32;  punctuation, 

87-93;  spelling,  47-54 
Running  heads,  128-129 
Ruskin,  John,  quoted,  2 

Sales,  approach,  331-332;  cautions,  372-373; 
coherence,  340-342;  dress,  345-346;  empha- 
sis, 339-340;  interviews,  332;  334;  343;  let- 
ters, 122;  219-224;  literature,  352-374;  man- 
ners, 347;  plan,  333-336;  prospect,  331; 
sincerity,  328-329;  talk,  320-351;  unity, 
337-339 

Sales  slip,  415 

Salutation,  in  letters,  158^159 

same,  78 

Scare  headline,  275 

Scientific  American,  quoted,  140 

Scoop,  newspap>er,  264 

Scribner's  Magazine,  rate  card,  366 

Sears,  Roebuck,  catalog,  illustration,  360 

Sears,  Roebuck  Company,  facts,  93-94 

Second  person,  30 

Secretarial  report,  401-404 

Segregation  of  trades,  1 14 

Semi-business  letter,  178 

Semicolon,  90 

Sense-appeal  copy,  313 

Sentences,  advertising,  103-104;  agreement  in, 
76-77;  business,  56-105;  coherence  in,  75- 
83;  emphasis  in,  73-75;  idiomatic,  97-100; 
kinds,  61-62;  64-65;  modifiers  in,  75-76; 
punctuation  of,  87-94;  reference  in,  78-79; 
relationship  in,  79-83;  rhythm  in,  95-96; 
summary,  1 1 1 ;  topic,  in;  unity  in,  70-73 

Sequence,  pronouns,  78;  verbs,  82 

Shall  and  will,  11-12 

Should  and  would,  11-12 

Signature,  in  letters,  160 

Signs,  386-387 

Simile,  100 

Simple,  adverb,  35;  predicate,  61;  preposition, 
35 ;  sentence,  62;  subject,  61 

Sincerity,  in  sales  talk,  328-329 

Singular  nvunber,  27 

Slang,  8 

Slips,  bundle,  353;  367 

Slugs,  267;  illustration  of,  258;  259;  265 


Social  letter,  176-177 

somebody,  32;  76 

sort,  76 

Special  recommendation,  189 

Special  terms,  375;  388-400 

Specific  words,  6 

Spelling,  47-54 

Split  infinitive,  83 

Springfield  Republican,  quoted,  272 

State  and  alphabetical  filing,  illustration, 

248 
States,  abbreviations  of,  387 
Stationery,  172 

Stock  Exchange,  New  York,  illustration,  107 
Stories,  newspaper,  269-274 
Strong  verb,  33 
Stuff er,  envelope,  365 
Styles,  advertising,  295-297 
Subject,  61;  agreement  of,  76 
Subject  filing,  252 
Subordinate  clause,  60 
Subordinate  conjunction,  35 
Subordinate  connectives,  61 
Subjunctive,  83 
Sub-editorials,  274 

Sub-titles,  newspaper  and  magazine,  261 
Suffixes,  25;  49-50 
Summary  paragraph,  124 
Summary  sentence,  in 
Superlative  degree,  32-33 
Synecdoche,  10 1 
Synonym,  7 
Synonyms,  adjectives,  14;  adverbs,  14;  noims, 

12;  prepositions,  14;  verbs,  16 

Talk,  business,  320-351;  addresses,  344;  ap- 
proach, 331-333;  attitude,  321;  327-336; 
breathing,  322;  coherence  in,  340-342;  em- 
phasis in,  339-340;  enunciation,  324;  inter- 
est, 328;  interviews,  332;  334;  343;  knowl- 
edge, 327-328;  manners,  346;  plan,  333-336; 
pronunciation,  323-324;  punctuation,  324- 
325;  sincerity,  328-329;  unity  in,  337-339; 
voice,  321-322;  you-attitude,  333;  335 

Technical  description,  136 

Technical  words,  7 

Telegrams,  241-244 

Terms,  commercial,  392-400;  special,  375;  388- 
400 

Territories,  abbreviations  of,  387 

Testimonial  copy,  364 

Tests,  advertising,  314-315 

than,  72;  79 

that,  61;  78 

"  The  Man  Who  DoesnH  Care,"  142-143 

'TAe  Man  Who  is  Stupid,"  143-144 

Third  person,  30 

Titles,  newspaper  and  magazine,  261;  286-287 

together,  70 

together  with,  77 

Topic  sentence,  in 

Topical  plans,  117 

Trade  acceptance,  418 


INDEX 


435 


Trade-marks,  illustration,  302 

Trade  segregation,  114 

Transitional  paragraph,  124 

Transitional  words  and  phrases,  122-123 

Troubles,  spelling,  47-48 

try,  81 

Typewriter,  noiseless,  136 

Unity,  illustration  of,  119;  in  advertising  copy, 
299;  in  business  talk,  337-339;  in  paragraph, 
118-119;  in  sentence,  70-73;  method  of,  118- 
119 

unless,  82 

up,  70-71 

U.  S.  Treasury  Dept.,  quoted,  139-140 

Value,  newspaper  and  magazine,  281-282 
Van  Raalte  advertising  copy,  illustration, 

300-301 
Variety,  in  paragraph,  127-129 
Verb,  33 

Vertical  filing,  251 
Victrola,  story  of,  126 
Voice,  321-322 
Vulgarism,  8 

we,  editorial,  274 
Weak  verb,  33 
which,  30;  78 
who,  30;  78 


Wholesale  advertising,  29s 

WiU,  423 

Will  and  shall,  ii-i 2 

Wise  spending,  139-140 

with  assistance  of,  77 

without,  82 

Woolworth,  F.  W.,  facts,  85-86 

Word,  key,  119 

Words,  accuracy  in,  11-12;  advertising,  9;  10; 
23;  Anglo-Saxon,  22-23;  antonym,  6;  ar- 
chaism, 9;  apostrophe,  41;  barbarism,  8; 
books  about,  10;  business,  1-55;  capitaliza- 
tion, 39-41;  cautions,  41-43;  classes,  6-10; 
coined,  8;  colloquial,  8;  connecting,  35-36; 
connotative,  6;  denotative,  6;  emotion,  36; 
explanatory,  35;  foreign,  7;  22;  388-389; 
generic,  6;  groups,  3-6;  homonym,  6;  hy- 
phenation, 37-39;  invention,  8;  Latin,  23-27; 
list,  51-54;  localism,  7;  motion,  33-35;  name, 
27-32;  new,  8;  picture,  32-33;  plural,  27- 
29;  possessive,  30-32;  prefix,  24-25;  pro- 
nunciation, 44-46;  propriety,  12-18;  pro- 
vincialism, 7;  root,  24;  slang,  8;  specific,  6; 
spelling,  47-54;  sufl&x,  25-26;  synonym,  7; 
technical,  7;  vulgar,  8 

Worst  letter,  151 

Would  and  should,  11-12 

"Yellow"  newspaper,  280 
you-attitude,  219;  333;  335 


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BERKELEY 

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